Cannes Lions 2016 Showcase: The retailer that celebrated its shoplifters

September 8, 2016
HarveyNorman2

Harvery Norman1

(marketingmagazine.com.my) – The Grand Prix winner for this year’s Cannes Lions, Harvey Nichols’ together with its agency adam&eveDDB came up with a very interesting campaign to promote its new loyalty scheme, The Rewards App.

In promoting its latest scheme offering customers free perks and complimentary services, the brand harnessed the nation’s other great lovers of freebies – it’s shoplifters.

Harvey Norman2

To launch the campaign the company put together an online film using real CCTV footage of shoplifters at its Knightsbridge store getting caught in the act. To protect the identity of the featured shoplifters and to make the film more engaging animated heads were used which many viewers

To tie in the campaign’s message the video ended with a memorable tagline ‘Love freebies? Get them legally.’
The campaign not only won a Grand Prix in the Film category but also managed to nab a Bronze under Promo and Activation.

Check out the campaign case study below:

Contributing Companies
ADAM&EVEDDB, London, United Kingdom (Entrant Company)
ADAM&EVEDDB, London, United Kingdom (Advertising Agency)
ZENITHOPTIMEDIA, London, UNITED KINGDOM (Media Agency)
THE MILL , London, United Kingdom (Production Company)
BLINK PRODUCTIONS, London, United Kingdom (Production Company)
CAIN & ABEL, London, United Kingdom (Production Company)
WAVE STUDIOS, London, UNITED KINGDOM (Additional Company)

Credits
Ben Priest/adam&eveDDB- Chief Creative Officer
Ben Tollett/ adam&eveDDB- Executive Creative Director
Richard Brim/ adam&eveDDB- Executive Creative Director
Paul Billingsley/ adam&eveDDB- Managing Partner
Ben Stilitz/ adam&eveDDB- Creative
Colin Booth/ adam&eveDDB- Creative
Brittany Lippett/ adam&eveDDB- Account Director
Katie Gough/ adam&eveDDB- Account Manager
Michelle Gilson/ adam&eveDDB- Planner
Louise Richardson/ adam&eveDDB- Agency Producer
Layzell Bros/ Blink- Director
Maiwenn Le Borgne, Bart Yates/ Blink- Producer
Annie Perri/ Work Post- Editor
Joe Sparks/ Blink- Lead 2D Animator
Tommy & Markus Vad Flaaten, Yu Knifeson/ Blink- 2D Animators
David O’Neill/ Blink- Compositor
Tim Payne, Becky Dorfman/ Zenith Optimedia- Media Planner

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The APPIES Malaysia Marketing Awards 2019 open for submission!

APPIES is an annual festival of the best marketing ideas in Malaysia and Asia. Only outstanding campaigns that have unique marketing success stories will go on to ultimately win the APPIES Gold or Silver Medals.

Click here to find out more:
http://appies.com.my/

Click here to submit an entry:
https://appieawards.awardsengine.com

Click here to download entry kit pdf:
http://www.appies.com.my/pdf/APPIES19_EntryKit_V2.pdf

Entry Fee:
RM 1000 + 6% SST per campaign

Deadline for entry submission:
15th March 2019

The Appies Malaysia 2-days Festival:
25th & 26th April 2019 at Eastin Hotel, Petaling Jaya.

For assistance
call Amira/Ruby 03 7725 2588 or
email ruby@adoimagazine.com and amira@adoimagazine.com