LONDON, UK — Shoppers heading out to grab a bargain this winter sales period are being encouraged to ‘See sales in a different light’ in a new campaign created by St Luke’s for Which? encouraging consumers to think about buying carefully, more responsibly and considering purchases that will last.
The campaign comprises a series of six executions, each using as its headline a familiar sales message presented as a neon sign which, once animated, reveals secondary text that flips the initial messaging on its head. A clever use of the neon sign glows with one headline, but the main line flickers into view with the full message illuminated:
- Buy Now Pay Later. Turns into “Buy Now but our planet doesn’t have to Pay Later”
- Great Deal. Turns into “Buy smart so that Great Deal lasts longer”
- Super savings. Turns into “Superficial Savings”
- Bargain Bin. Turns into “Find a bargain that doesn’t end up in your bin”
- Limited Time Only. Turns into “Limited Time Only on software updates?”
- Black Friday Bargains. Turns into “Find Black Friday Bargains that are the real deal”
However, when consumers are dazzled by flashy sales prices and quick deals, sometimes they let their conscientious mindset slip. The idea is to encourage shoppers to keep their heads for winter sales purchases and not be dazzled by flashy sales bargains.
The aim is to drive engagement with free content and membership sign-ups by positioning Which? as the must-use resource for everyone shopping the sales this winter, helping people make better purchases they’ll be pleased with both now and in the future.
Each headline is provocative and eye-catching to grab the attention of consumers. The full sales message then guides them to purchase responsibility? by buying the right products that will last for the long term.
The campaign, which will run UK-wide Out of Home (OOH), on social media, and YouTube, breaks on 11 October.
The OOH creative will be tactically located in areas where consumers will be shopping, going live ahead of the Black Friday sales period itself.
Online, the creative headlines and supporting messaging direct consumers to a range of Which?’s specific sustainability and winter sales information and advice – an extensive content library to help bargain hunters know which deals are fake – and which warranties guarantee a purchase’s long shelf life.
Neil Caldicott, Audience, Brand and Communications Director at Which?, said: “From Black Friday through to the January Sales, we are all bombarded with high-pressure, time-sensitive sales messages. We believe it’s important to arm shoppers with the necessary information to help them to find the best deals and shop smarter for the best products for their particular needs, rather than being panicked into a purchase that they might regret. With our expert testing, research into deceptive discounts and insights into the eco-credentials of certain products, Which? can help people choosing to make a purchase this winter to buy wisely and give them all the information they need to make the right choice for them. It’s better for our pockets and for the environment to buy products that will meet our needs for years to come and won’t disappoint. ”
Richard Denney, ECD at St Luke’s, said: “When the sale season comes, brands often try to whip consumers up into a frenzy, telling them to buy now or miss out. But those short-term bargains often turn out to be long-term duds, obsolete or buried in landfill. Our striking campaign turns the conventions of sale advertising on its head, challenging consumers to stop and think. Which? is the perfect partner to protect them, offer advice and make their sales purchases better, safer and more sustainable in the long run.”
CREDITS
Executive Creative Director: Richard Denney
Agency creatives: Laura Stevens, Claire Wombwell
Lead animator and designer: Jon Hubbard
Animator and designer: Anthony Birland
Designer: Vanisha Mistry
Designer: Dan Forde
Chief Strategy Officer: Dan Hulse
Planning Director: Charlotte Walters
Business Lead: Leanne Silman
Account Director: Rob Evans
Account Manager: Charlotte Crawley
Agency Producer: Christine Sibthorp
