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Shop direct brand, Isme, launches second tv campaign

Shop direct brand, Isme, launches second tv campaign

Addiction London has created a second campaign for isme, part of the Shop Direct Group. Addiction London was appointed by Shop Direct at the end of 2010 and the latest piece of advertising, launching mid-June, builds on the success of the cross media campaign that ran in January this year.

The new 30” TV commercial features isme ambassador Lynda Bellingham encouraging High Street shoppers to join her in the crusade for clothing that suits the mature market. The campaign will continue to be underpinned by the tag line and theme, “It’s who you are now”, taking a humorous approach to the difficulties the 50-65 year old female market have in finding suitable clothing on the High Street for their life stage.

Ruth Start, Brand Manager for isme said: “It is great to see our brand going from strength to strength. Our earlier campaign resonated with our customers and, with this commercial, we wanted to build on that, and show them that isme will be here to help them through the seasons.”

Paul Hamilton, Managing Director, Addiction London said: "We're all delighted with the new isme TV ad. Lynda Bellingham continues to perfectly portray the frustration that our customers have with the High Street. This has translated into fantastic sales figures for the brand since the launch in January.”

Addiction London was appointed by the Shop Direct Group in December 2010, following a competitive pitch against a variety of agencies. The first campaign for isme launched in January 2011 and incorporated a 30” TV commercial, sponsorship idents and print advertising.

The campaign was hailed a success and research carried out by Ipsos Mori, showed it achieved initial brand awareness of 68%. Addiction London’s other clients currently include Remington, Krispy Kreme and B&Q. The agency recently received an accolade as Media Employer of the Year in Pathfinders’ Annual awards.


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