MUMS by J. Walter Thompson London for Debenhams

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Industry Department Stores & Shopping Malls
Media Direct marketing
Market United Kingdom
Agency J. Walter Thompson London
Executive Creative Director Russell Ramsey
Creative Director Nicholla Longley
Account Supervisor Alex Clarke
Released April 2011

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: DEBENHAMS
Date of First Appearance: Apr 2 2011
Executive Creative Director: Russell Ramsey (JWT)
Creative Director: Nicholla Longley (JWT)
Copywriter / Art Director: Simon Horton/Hannah Ford (JWT)
Agency Producer: Roy Swansborough (JWT)
Account Supervisor: Alex Clarke (JWT)
Media placement: Email - Email - 02/04/2011

Describe the brief/objective of the direct campaign.
The aim was to remind the four million customers on Debenham's database that Mother’s Day was coming up and that Debenhams was the place to buy their gifts. We did this by sending out a film to each person that showed just how important our mums are.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative solution was to make a film reminding our customers how much they rely on their mums. It showed how everyone, young and old, call out for their mum. Whether it’s a cry for help, a call for attention, or a plea for comfort.

The desired response would be for four million people who after being reminded about Mother’s Day would go to Debenhams to buy their mum a gift.

Explain why the creative execution was relevant to the product or service.
The creative solution was intrinsically related to the promotion of Mother’s Day as it recognises and celebrates an aspect of the relationship we all have with our mums.
And it does it in a way that is warm, honest and true.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The film helps strengthen Debenhams emotional connection to its customers with a film that has invoked only positive responses.

Plus, the number of people clicking through from the film to purchase a gift from the site meant Debenhams got a 200% return on their initial investment for the film.