Freemans, the digital department store, has announced the launch of its summer campaign, the latest iteration of it’s Made You Look creative.
‘Destination Summer’ is all about positioning Freemans.com as the go-to brand for customer’s needs, whether at home or abroad throughout the season.
At the same time the campaign showcases the breadth of the offer across its expanding range of big-name familiar brands, including the recently added Sosandar, White Stuff, Little Mistress, Gola and ColorWOW, all backed by Freemans’ exclusive collections including the bonprix value fashion brand.
The primary product focus is led by swimwear, casual day wear, summer occasion and outdoor living.
The multimedia campaign across all channels takes us from a model reclining on a deck chair, cooling herself with a Freemans’ fan alongside two other bikini glad models holding the obligatory summer cocktails, through to a scene at the races followed by a BBQ and concludes at the airport.
Comedian Katherine Ryan provides the voice over which tells us “So if you are headed to the beach, off to the races, or chilling in the back garden – shop the hottest Summer styles, from the biggest brands all with free delivery.”
“Destination Summer is about ensuring the Freemans is front of mind for everyone’s summer needs, be it a day on the beach, a trip to the races, a BBQ in your back garden. For dressing up or dressing down across fashion and home Freemans has the answer with our best ever range of big-name brands backed by product that is exclusive to us” said Richard Cristofoli, chief customer officer, Freemans.
Destination Summer will be amplified across all Freemans’ owned channels as well as digital, paid social, Youtube and Pinterest.
Freemans continued its on-going relationship with Mullen Lowe to deliver the ad concept, creative direction and the shoot which took place in studios in London.
The retailer, who last year announced that it had dropped its catalogue, has been on an aggressive and fast paced transformational journey online, growing share ahead of the market and adding customer numbers as it emerges from its evolution as a digital pure player.
