Agency: Leo Burnett
Leo Burnett London has launched its first campaign for Littlewoods, the exclusively online retailer, since winning the business in July this year.
The campaign, marking a new direction for the company, dramatises the fact that Littlewoods allows customers to split their payments into ‘manageable bits’.
Celebrating the chance to have a ‘Christmas in manageable bits’ the spot aims to bring the unique payment scheme to life by showing a variety of families in a snowy woodland scape, converging to build a selection of sought-after Christmas gifts.
Carrying illuminated cubes overhead to form the images of Christmas gifts (everything from the latest fashion item to the must have toy), the cast included staff from Littlewoods, who had won a competition to be in the film.
The glowing cubes act as the creative device which carries through to print and online, providing a visual shorthand for spreading the costs with Littlewoods, and in this instance-splitting the costs of Christmas.
The Christmas campaign consists of 3 x 40 second TV commercials. It will be supported by seven weeks of promotional 10 second ads, with print appearing in women’s magazines and national press, and an extensive online campaign which includes a ‘Present Picker’.
The ‘Present Picker’ is an interactive media banner that allows users to choose from hundreds of present ideas sorted by who the gift is for and how much the user wishes to spend.