For the Christmas campaign, we wanted to focus on the meaning behind the gift and how it makes people feel when they give a present. Another important consideration was to ensure the message could be communicated effectively across all the various marketing elements to ensure a consistent message for the campaign.
After brainstorming and researching a few different options, the message came down to one important element – that there is no one reason to give a gift but instead, a million different reasons. Whether it be to show them how much you love them, thanking them for supporting you throughout the year or treating them to a gift and waiting to see the look on their face, the reasons are endless. By using the tagline, “one million reasons, one perfect gift”, we communicated this sentiment, while also showing that no matter what the reason or relationship, Jamieson & Carry has the ideal present this Christmas.
Developing the campaign included coordinating a photo shoot to capture the different emotions and scenarios surrounding gift giving. We were fortunate enough to be given access to the CALA show homes at their ‘Paddocks’ development in Cults, as well as rooms within the Chester Hotel, with both locations providing stunning backdrops for the photos. By sourcing models to cover a range of different relationships, the final result was a comprehensive selection of photographs, appropriate for any gift-giving reason.
The imagery was then used, along with the tagline, across the various campaign channels which included print advertising, social media promotion, online display adverting, website banners, emailer campaigns and for merchandising the shop itself.
We are really happy with how this campaign has developed, and the consistent message and style that was communicated throughout.