Marks & Spencer
Our strategy for M&S communications has always revolved around three words: focus, authority and energy. We concentrated on being daring, dynamic and intrusive, using large-format and broadcast media in a scale to match the M&S brand. Storytelling was a crucial part of this campaign: showing M&S through the ages was designed to evoke a sense of nostalgia and remind consumers why M&S is still a fantastic place to shop. We also introduced the "Quality worth every penny" strapline to present a different approach from rival retailers' communications, which have largely focused on discounts.
A simultaneous launch on TV, outdoor and press ensured maximum visibility over a four-week period. A 60-second TV ad starring Twiggy celebrated the 125th anniversary story, supported by a three-week campaign on large-format, quality outdoor sites and press ads featuring products from M&S business units.
The campaign reminded consumers why M&S is a long-standing and well-loved British institution. Research by Hall & Partners showed recall of the advertising was incredibly strong, peaking at 81%, with a significant uplift in advertised lines. The "Quality worth every penny" message reaffirmed the importance of quality at the best price and reassured customers why they love and use M&S. Meanwhile, the "Boobs" outdoor execution generated huge interest in the media, with mountains of subsequent editorial column inches.
Claudia Hobbs, Senior account manager, Walker Media