The new campaign focuses on different creatives to reflect changing consumer interest over the Christmas season and will run across multiple channels
Independent media agency for dynamic growth brands, The Specialist Works and What’s Possible Creative Studio have unveiled a multi-channel creative campaign “Cut the cost this Christmas” for retail client Robert Dyas.
Already a well-loved high street staple, Robert Dyas wanted to make sure it was front of mind for consumers over the extended Christmas period; reminding shoppers of its product range and relevance. It called upon the two What’s Possible Group companies to create and plan a flexible campaign with multiple creative executions to position Robert Dyas as the go-to destination for Christmas and to support customers through tough times with great quality products at great value.
The campaign will be phased throughout the season to reflect shoppers’ changing moods and activities including decoration for getting their homes ready for the season, gifting for family and friends and entertaining for guests on the big day.
The hero Christmas messaging will run across the entire season with additional messaging around Black Friday and specific products. The campaign flexibility will ensure relevance to existing Robert Dyas customers and new customers to Robert Dyas who are shopping for Christmas.
The multi-channel media campaign will run across Radio, Online Video, Online Display and Digital Audio from the 31st October until the 21st December. Robert Dyas will also be running the campaign across in-house channels including CRM, social, influencers, partnerships (example being Ideal Home), store theatre and of course website.
Laura Butter, Group Client Director at The Specialist Works said: “This year is Robert Dyas’ 150th birthday, and its rich history is what makes the brand such a staple of the British high street. Loved by customers for both its excellent customer service and in-store expertise, we’re thrilled to work with Robert Dyas on this Christmas campaign and look forward to seeing the impact on the brand.
Kate Squires, Head of Marketing at Robert Dyas, said: “It has been a pleasure working with The Specialist Works and What’s Possible Creative Studio to create our new Christmas campaign. We think it will be a festive hit with our customers and also attract new customers by reminding them that we are there for all their seasonal needs.”
Robert Dyas created digital display assets in-house and What’s Possible Creative Studio created and produced the Radio and Online Video. Media was planned and bought by The Specialist Works.