Debenhams ups spend for Life Made Fabulous push

Debenhams: unveils latest instalment of the Life Made Fabulous campaign
Debenhams: unveils latest instalment of the Life Made Fabulous campaign

Debenhams is increasing investment in its multimillion-pound 'Life Made Fabulous' TV campaign, to push its designer-focused brand proposition.

The fourth instalment of the 'Life Made Fabulous' campaign pushes the autumn/winter 2012 range and launches tomorrow (29 August) during 'Emmerdale' on ITV1, after being previewed on Debenhams’ social media channels.

Television activity will star designers including 'Next Top Model' judge Julien Macdonald, Jasper Conran and 'Styled to Rock' mentor Henry Holland, and is seeking to drive home the brand's 'designers at Debenhams' messaging. 

Richard Cristofoli, marketing director at Debenhams, said: "It is building recognition of the format – rather than chopping and changing the campaign every five minutes, which I feel a lot of retailers, and perhaps we in the past, have fallen into the trap of.

"The whole point here is building the cut-through rather than trying to tell something totally new in a totally different way every time."

Cristofoli claims the retailer's increasing investments in each instalment of the campaign are testament to the board's confidence in the marketing team. 

Creative by JWT is voiced by 'Belle du Jour' actress Billie Piper and features a backing track by Northern Irish indie rock band Two Door Cinema Club. 

Television activity will run until 9 September and will be supported by a digital media push via Debenhams.com and Debenhams TV, which will include interviews with the designers, a look at how they work and a showcase of their collections. 

Cristofoli said: "By the nature of the size of our business we are not in the league of spending some of the money the likes of the grocery retailers spend, so what we need to do is make sure every element of that customer journey reinforces the same message, rather than being bombarded with loads of different messages, and social has been a key part of that."

Last year's launch of the 'Life Made Fabulous' campaign was the first brand-based TV work the retailer had launched for four years, marking a change in tack from sales-orientated TV executions.

Cristofoli added: "Up until the last 12 months, if you hadn't been motivated by a sale message, we weren't giving you a reason to come in and shop with us. With the 'Life Made Fabulous' campaign we've proven we've got an incredibly engaging story and product."

Debenhams is keen to drive home its 20-year design heritage and claims its own research shows customers are increasingly associating the retailer with style and see it as a brand on the up. 

Of the six fashion designers showcased in the Olympic Games Closing Ceremony, Jonathan Saunders, who designs for Debenhams, was the only one who works with a high-street retailer. 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material