Perfume Shop Unveils Xmas Campaign

November 2009 - The Perfume Shop, the UK's largest specialist fragrance retailer with 177 stores in the UK and Ireland, are set to disprove the theory that sequels are never as good, following their successful TV debut in 2008 with a bigger and better Christmas campaign.

WFCA, the full-service advertising agency created, planned and bought the £1.5m campaign, which centres on the concept: "Our Gift to You". In a tough retail environment their 60% off promotion throughout November and December is The Perfume Shop's Christmas gift to the consumer and re-enforces their commitment to delivering 'Designer Perfumes at Desirable Prices'.

For the TV campaign, WFCA secured award winning production company Intro and up and coming director Camella Kirk, whose other work includes commercials for The Guardian and Citroen. The featured music 'Orbiting Suns' is by Jens Gad, a veteran on the Ibiza chill out circuit.



The four ads (2 x 20" & 2 x 10") break on C4 but will be showcased in prime positions during programmes such as X Factor and I'm a Celebrity throughout December. The creative shows beautiful gift boxes forming promotional messages or exploding to reveal featured products as visual metaphors of the concept "Our Gift to You".

National press insertions run throughout November in OK, Heat, More and Closer. Four different 20" radio commercials then run in a two week burst on stations including Heart, Absolute and Clyde FM from November 16th. Activity culminates in a low weight online trial and over 1,000 shopping mall posters in the final fortnight before Christmas.

The campaign is backed by a brochure designed and created by WFCA, 1.8 million copies of which are being distributed in all stores and an insert in News of the World's Fabulous magazine.

Matt Walburn, The Perfume Shop's Head of Marketing, said:
"The campaign is pitched perfectly to help deliver some TPS magic for Christmas. We wanted a core concept that would work across a variety of products, adapt well to each medium and reflect the relevance of our offer to consumers. After a successful launch on national television last year we're keen this medium continues to play a major role in helping us deliver our future growth plans."

To view the other 3 ads click on the links below:

The Perfume Shop - CK Be AdThe Perfume Shop - DKNY AdThe Perfume Shop - Ed Hardy Ad


WFCA Credits

Creative Director: Greg Phitidis
Copywriter - Ali Brushfield
Art director - Linda Holland
Creative planner - Nick Radley
Media planner/buyers - Jon Cook/Rebecca Wyld/Steven Sworder/Martin Dewhirst
Account Handlers: Katie Scott/Georgia Thurlwell
For further information:
Keira Lloyd, New Business Director, WFCA: 01892 511085
Email Keira by Clicking Here