Selfridges & Co Sale
Using Anti-Consumerism to create a Branded Sales Campaign
WELCOME TO RETAIL INNOVATION.
How can your message compete with making every desirable luxury brand available at sales pricing? Give them
Drive more traffic and create an annual 'Brand Sales Campaign' synonymous with luxury brands at Selfridges & Co.
Our team collaborated on the annual major Selfridges & Co Sales campaign working alongside the Barbara Kruger Foundation. The strategy to unite an iconic social commentary of "anti-advertising" was a tongue and cheek approach that challenged the idea of consumer consumption.
Using the famous slogan 'I Shop Therefore I Am' as inspiration, the line 'Buy me I'll change your life' was created to target savvy, post-modern audiences. A luxury audience that appreciates the marriage of Bargain vs Art.
The innovation was purely in the strategic direction of collaborating with the Barbara Kruger Foundation. The organic media exposure vs paid media was equal in value. Every main media publication picked up on the campaign.
High-level campaign awareness which continues annually to date. Record Sales Figures which grew profitability over 180% compared with previous years.