M&S unveils the details of a new multimedia kidswear marketing campaign with the strapline ‘Do Your Thing’. It showcases the diversity of kids’ hobbies and passions and celebrates their individuality.
The campaign includes:
• M&S’ first ever standalone kidswear TV ad;
• Press and in-store ads featuring imagery shot by iconic photographer Rankin;
• An online partnership with ITV, including a home page take-over and presence on the official Britain’s Got Talent website;
• An online competition, also in partnership with ITV, to find four faces to front the next M&S kidswear campaign.
The TV ad breaks on ITV1 on Saturday 23rd April and will also be showcased across ITV.com. It sees kids including a keen photographer, hula hooper and a beat boxer, modelling the new M&S summer collection. The ads also encourage parents and guardians to upload a one minute video which demonstrates their child’s passion or talent on the M&S ‘Do Your Thing’ bespoke microsite – www.itv.com/marksandspencer.
The four best entrants, picked by Rankin and based on passion, talent and creativity, will be asked to front M&S’ autumn / winter kidswear campaign.
Karl Doyle, M&S Director of Kidswear says: “We’re really excited to be working with ITV and Rankin on this nationwide search in what is a totally original and unique campaign. We want to encourage kids to ‘do their thing’ and get involved in the next campaign.
“This is part of a wider strategy to grow our kidswear business and take on those that are ahead of us in terms of market share. We are very strong in schoolwear, nightwear and essentials and can see very exciting growth opportunities in the more fashion-led categories. This campaign lifts the lid on the on-trend, high fashion kidswear ranges available at M&S and puts us at front of mind with parents.”
Fru Hazlitt, Managing Director, ITV Commercial and Online says: “We are incredibly excited to be working with M&S on what is a truly integrated partnership. As part of our transformation strategy we have pledged to work with our clients in new and innovative ways across all of ITV’s platforms and this campaign is a fantastic example how we can do just that.”
The wider deal, brokered by Walker Media, also includes an exclusive brand partnership on the official Britain’s Got Talent YouTube channel where the campaign will appear around clips of the 2011 series.
Katharine Baker, Group Account Director at Walker Media says: “By utilising all of ITV’s platforms, Walker Media, ITV and M&S aim to capture and build on the excitement of one of ITV’s flagship prime time programmes to deliver a unique and truly integrated partnership.”
The competition opens at 9am on Saturday 23rd April, and closes at 5pm on 23rd May. Entrants must be aged between six and 12 and the top entrant videos will be showcased on the microsite from 27th May. The competition winners will be announced at the same time as the Britain’s Got Talent Final, on Saturday 4th June 2011.