TBWA\London has created a Christmas campaign with a difference for Harvey Nichols with the world’s first shoppable Christmas carolers – all wearing Harvey Nichols party outfits which can be purchased via Instagram.
Because Christmas is all about giving, and Christmas caroling is all about raising money to help others, Harvey Nichols is donating 10% of sales from the Knightsbridge store and online over the four-day campaign to its charity partner, Smart Works: an organisation that offers dressing and interview coaching services for women entering the world of work.
Research shows that Harvey Nichols’ target audience attends an average of nine parties during the festive period, so they need many impressive outfits. But rather than going to Harvey Nichols to find these outfits, Harvey Nichols’ four floors of fashion is coming to them.
The four-day initiative, which launched across offices throughout London on Thursday 29 November, sees the glamorous singers entertain office workers with a very nontraditional mash up of carols and party anthems. Live performances will take place at offices across the tech, creative, fashion and beauty sectors. Highlights include Google’s office, The Telegraph, Estee Lauder and – of course – Harvey Nichols itself.
Deb Bee, group creative and marketing director at Harvey Nichols, said: “Christmas is the fashion season, because it’s also party season. But we know that our customers are rushed off their feet. So we have partnered with Smart Works to raise awareness of this partnership and help busy women in London find a party outfit even if they can’t take time out of work. This will be delivered in the most Christmassy way we know; with a fun, glamorous, party-song-singing, shoppable Christmas choir.”
TBWA\London’s CEO, Sara Tate, added: “The one thing that many working women wish for during the festive season is the gift of time! By devising the world’s first shoppable Christmas carol choir, we are not only bringing some festive cheer, we’re also bringing them an incredibly convenient way to shop for the hottest party looks during this hectic season.”