The Perfume Shop, the UK’s largest Fragrance only retailer, will be advertising on mainstream TV for the first time with product focused advertising designed to encourage sales as well as longer term awareness of the brand amongst customers.
The campaign starts on 26 November, and will feature on TV channels such as ITV/Channel 4/Five/G.O.L.D/Living/MTV/Dave and UK Style during great TV shows such as ‘I’m a Celebrity Get me Out of Here’ on ITV and XFactor, Coronation Street, Emmerdale, Only Fools and Horses and CSI Miami.
The campaign will also run across radio, press and in-store in the run up to Christmas.
The creative needed to be engaging, stylish but most importantly able to showcase the great products and promotions on offer in The Perfume shop this Christmas. The core inspiration for the creative has come from the spectacle of a Hollywood show, with plush red velvet curtains as the backdrop and the overall theme giving a really theatrical approach. The show being staged by The Perfume shop is “…the greatest show in town…”.
Designed to give a “big show” look and feel with the curtain lifting to reveal a beautiful line up of fragrance bottles which move to the music and create a Christmas Tree formation with the first hero product and price showcased at the top of the tree, a clever approach that has a true commercial edge to its design.
The Perfume Shop has worked with Jonus Odell who has directed the TV adverts, who is famous for his work with U2, Goldfrapp and Franz Ferdinand.
The music holds also another exciting story: The Perfume Shop has worked with Mint Royale on the music. Mint Royale were the brains behind the re-modernisation of “Singing in the Rain” used in “Britain’s Got Talent”, which subsequently got to No 1 in the music charts. The music has been exclusively commissioned to compliment the creative and really give a “big show” impact. The Perfume Shop is really hoping this fantastic piece of music also makes it to NO 1.
