| Philosophie | 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 which 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. |