Topshop has launched an interactive seasonal snow globe at the brand’s Oxford Circus flagship store.

From 12-20th December, customers making a purchase will have the chance to play inside the larger-than-life snow globe. Customers will be able to attempt to catch gold tokens in a whirlwind of metallic confetti to win prizes.

Topshop are ensuring that everyone is a winner, with each player entered into a lucky dip to win-on-the-spot prizes ranging from gift cards and beauty treats through to a £1000 Personal Shopping spree.

A camera positioned inside the globe will ensure that every participant will be able to share their experience on social media by tagging #TopshopHoliday or #TopmanHoliday.

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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.”

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Levi’s has announced the expansion of the Levi’s Music Project to Liverpool in partnership with rapper, Loyle Carner. The studio opened its doors to young musicians on 15th November for a six-month project, culminating at Liverpool Sound City festival on May 3-5, where the Levi’s Music Project will be taking over its own venue, to showcase original pieces created by the young artists throughout the project.

Setting out to break down barriers to music education, Levi’s has created a fully equipped music studio at the Liverpool Lighthouse community centre in the heart of Anfield. Avid Liverpool Football Club fan, Loyle Carner, will be taking the reins to unearth talent that will keep the city firmly on the global music map.

Alongside a line-up of industry experts, the programme will see Loyle leading 1-2-1 sessions with the participants over six months, helping them to hone their skills, learning about everything from song writing and performance techniques to building social media presence as an artist, and everything in between.

Mentors taking part in the project range from established music figures in the city of Liverpool, all the way to the team of collaborators Loyle has worked with on establishing his own career, meaning participants will come away with a strong network and a foundation on which to grow their musical talent.

Speaking fondly of this next chapter in the project, Loyle Carner said, “I am so proud to be part of the next Levi’s Music Project. It’s a programme that I’ve admired for a long time and something that really speaks to me as an
artist. Giving young people a platform to be creative and have access to something they’d never have access to is wicked, there is not enough of that out there. To get to go back to Liverpool is also really exciting for me, it’s like
my second home and it’s somewhere that I’ve taken so much inspiration from musically that I can’t wait to get into the studio with these guys and see what they have to say through their music!”

Steeped in musical heritage, Liverpool is a city to rival most around the world. It remains a hotbed of creativity and carries the same individual spirit that is embodied by Loyle Carner as an artist – making him the natural
choice as mentor for the next stage of the Levi’s Music Project. In collaboration with community partners, arts and music community centre, Liverpool Lighthouse in Anfield and Sound City Music Festival to discover the
freshest talent that the city has to offer. This music project is the next stage development of a long-term partnership between Levi’s and Liverpool Football Club grounded in shared community values. Participants of this
year’s project range from rappers to producers, folk singers and creators of dark electronic to encourage cross learning and original collaborations.

Launched globally in 2015, the Levi’s Music Project is a global platform that partners with the music industry’s most relevant artists, experts and professional educators to provide access to music education for the next generation, in the communities where it can make the biggest difference. Past projects in the UK have seen the brand collaborate with Skepta, Everything Everything and Mist.

Richard Hurren, V.P North Europe, Levi’s, commented: “The Levi’s Music Project has been and will continue to be, instrumental in giving broader access to music. Liverpool is the perfect place to expand the project to this year with its rich and diverse music history, we can’t wait to see the talent that comes out of this year’s project.”

Rob Carter, Executive Director, Liverpool Lighthouse, added: “We are excited that the Levi’s Music Project is coming to the city and Liverpool Lighthouse is proud to be hosting this high-quality music development programme. The young people will be able to enhance their skills and will have a great opportunity to chart a pathway to a career in the industry. We are also grateful to Levi for the new facilities they have established here which will be a legacy for many, many other young people in the future.”

Rebecca Ayres, Chief Operating Officer, Sound City, said: “The Levi’s Music project is brilliant, a fantastic opportunity for young people from Liverpool to work with an artist who is passionate about the city and a brand which is committed to helping young people to develop their talents. Sound City is proud to partner with Levi’s and the Lighthouse to help young musicians to reach their potential.

Billy Hogan, Chief Commercial Officer, Liverpool Football Club, added: “Liverpool and Levi’s have always shared a special passion for supporting communities and making a difference. The partnership between the club and Levi’s is a reflection of this bond. We are very much looking forward to a bright future working with Levi’s, which will enable Liverpool FC to continue giving back to our local fans.

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Harvey Nichols, the luxury global fashion retailer, has re-branded to Holly Nichols for the month of September to launch its newly refurbished First Floor and September campaign celebrating women: ‘Let’s hear it for the Girls.’

Further activity is planned to celebrate female empowerment throughout the month, including trunk shows, new launches, brand parties as well as inspirational talks from influential women who have changed our culture and challenged our attitudes.

The retailer has unveiled a new illuminated ‘Holly Nichols’ sign on the front of the Knightsbridge store, as well as introduced re-branded shopping bags, signage and other collateral across the flagship and regional stores. The brand has also introduced www.hollynichols.com and all social media channels have undergone the re-brand in support of the campaign.

Harvey Nichols has a long history of supporting women in the workplace. The founder of Harvey Nichols, Benjamin Harvey first opened a linen shop on the corner of Knightsbridge and Sloane Street in 1831. But it was his wife Anne who led the company when James died in 1850, and it was she who forged the hugely successful partnership with James Nichols to form Harvey Nichols & Co.

From such respected beginnings, Harvey Nichols has continued to champion gender equality – both opportunities and resources – throughout its business. Currently seven out of nine of the company’s board members are women.

Following the recent refurbishment of the flagship’s First Floor, after an ambitious four-month refurbishment, the Knightsbridge store now has four floors dedicated to women’s ready-to-wear, shoes and accessories with brands including Chloe, Calvin Klein and OFF-WHITE.

Deb Bee, Group Marketing & Creative Director at Harvey Nichols commented: “We are incredibly excited to unveil our Holly Nichols campaign – a month of events celebrating women, those who have inspired us in the past, and those that continue to do so today. Our Knightsbridge flagship now has four floors dedicated to womenswear – and we’ve ramped up our range of beauty services to suit women’s often demanding lifestyles. Our newly refurbished First Floor is shopping heaven with collections from the world’s best-loved designers, selected for their quality of design and make. We’ve created a shopping experience for our female customers like no other.”

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Lambrini has partnered with online retailer Very.co.uk for an on-pack offer targeting the 21-34 year old female demographic.

The promotion aligns the Lambrini brand with one of the UK’s leading online fashion and home retailers, based in Lambrini’s home city of Liverpool. The on-pack offer will run until the end of December on promotional 75cl bottles of Original, Strawberry and Cherry Lambrini flavour variants, and features a prize draw mechanic.

To enter, consumers need to purchase a promotional bottle of Lambrini, then log onto lambrini.co.uk and enter their unique code.  They will instantly discover if they are a winner.

Lambrini fans will have the opportunity to win £250 to spend on Very.co.uk every week. There are eleven prizes to be won during the main promotion in the run up to Christmas and one further £250 prize in an additional final draw in Spring 2017.

Michelle Chadwick, Senior Marketing Controller for Lambrini at Halewood Wines & Spirits, comments: “Our on pack offer will reward Lambrini fans with £250 to spend on Very.co.uk’s range of stylish fashion and homeware collections, and will ensure the brand remains front-of-mind with consumers throughout the autumn. This partnership compliments our planned event activation, including the Official Drinks Partner of Fake Bake, presence at the annual Girls Day Out event in Glasgow and the bar sponsor at Clothes Show Live.”

Kenyatte Nelson, Marketing Director for Very.co.uk, adds: “Our customer demographic aligns closely with Lambrini’s and, with their huge distribution network, this partnership will help us build even more brand awareness in the run up to Christmas.”

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Leading fast-fashion retail brand New Look has launched its new Autumn/Winter 2016 promotional campaign online and across more than 600 retail stores in the UK and republic of Ireland, offering consumers £1m of style prizes to be won.

Created by Brass, New Look’s recently appointed shopper and promotional marketing agency, the campaign encourages customers to ‘Shop Styles, Get Prizes’.

Brass’ dedicated shopper marketing team created and delivered a campaign to help New Look engage with savvy shoppers in-store, online and on mobile. Tasked with increasing transaction levels, Brass developed a marketing campaign prompting customers spending £30 or more to photograph their receipt and upload, email or text to receive a promotional code.

Brass also created in-store POS and built the promotional website, allowing customers to enter for a chance to win some great prizes from one of three different prize ‘worlds’; Fashion, Fun and Getaways.  Entrants not winning a main prize will still receive a 25% off voucher.

In order to provide a robust proof of purchase mechanic without the need for ePOS integration, Brass partnered with receipt processing specialists Snipp Interactive to validate the photographed receipts.

Nicky Haddow, New Look Senior Trading Manager UK & ROI, commented: “Brass impressed us with an innovative digital concept which shows real insight into our target customers shopping habits and behaviours. We believe this proposition will give great stand out for peak trading this year.”

Brass Managing Partner Paul McGann added: “In a fiercely competitive fashion market, the new stylish multi-channel campaign for New Look has huge standout, adding value and engaging a wide range of shoppers.”

Brass is a full-service integrated marketing agency combining digital thinking and delivery with specialist skills in advertising, design, PR, SEO, media, shopper and promotional marketing. Brass has created Shopper Marketing promotional campaigns for brands such as Haribo and Kellogg’s and recently won Masters of Marketing, IPM and FAB Gold awards for their ‘Meet the Minions’ campaign for Soreen. The Leeds-based agency also ranked fourth in the 2016 Independent Agencies Census Elite list and was recently shortlisted for the CIM Northern Awards.

New Look is a British global fashion retailer with a chain of over 1,000 high street shops across the world including in the UK, Republic of Ireland, Europe, Middle East, Singapore, Russia and Poland. It also ships to over 120 countries world-wide. New Look is currently the second largest women’s fashion retailer by value in the UK with 44% of the female population having shopped at its stores over the last year.

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Carabao Energy Drink has launched a new multi-million pound integrated marketing campaign entitled ‘Free Your Inner Carabao’, featuring press, digital, outdoor, experiential, mobile, PR, social media and a link with London Fashion Week which will see fashionistas offered free Tuk Tuk rides as well as samples of the product.

The campaign sees Carabao break away from the laddish positioning adopted by rival energy drinks inn favour of targeting a more unisex and even female audience.

The ‘Free Your Inner Carabao’ campaign creative features much softer, less male-oriented messaging. It will be run across multiple UK media channels from September 2016.

The Carabao is an Asian water buffalo revered for its physical power, stamina and fighting spirit. The concept behind the campaign is the idea that there is a ‘Carabao’ in all of us, and that Carabao Energy Drink can help consumers summon this inner strength.

Mads Perch, a Danish photographer who practices the construction of ‘real-time special-effects’ photography, has been commissioned to bring the campaign creative to life using an innovative ink effect that flows across perspex on a camera lens to reproduce the spirit and energy of Carabao.

The inclusive marketing strategy also sees Carabao undertake a series of high-profile partnerships. Carabao renewed its main sponsorship of Reading FC in June 2016 (it signed a year’s deal in 2015) and has also just signed as a principal commercial sponsor of Chelsea FC, as well as its official training-wear partner, for the next three seasons.

Carabao has also brokered a partnership with London Fashion Week, becoming the Official Energy Drink Partner for the annual event which starts on Thursday 15th September. Carabao-branded fridges full of the energy drink will be available for everyone involved with the event, including backstage teams, runway models, press and VIP guests in the audience. Carabao will also be present during presentations, parties and events outside of the central Brewer Street runway space, with Tuk Tuks offering lifts to the fashion crowd and also handing out samples of the product.

Launched 15 years ago in Thailand, where other energy drinks such as Red Bull have their origins, Carabao is currently available in two variants, Original and Sugar Free, with further flavours planned for launch later this year.

John Luck, Chief Marketing Officer, comments: “Our UK research demonstrates there is a huge community of time-poor and energy-starved consumers, men and women alike, that currently feel energy drinks are not relevant to them or their lifestyles. We intend to break the mould with our multi-million pound marketing campaign, and position Carabao as a more grown-up and accessible-to-all energy drink. Our marketing will communicate to a much broader, unisex audience, including consumer groups that are not traditionally associated with energy drinks, and show how our great-tasting premium product can help consumers to rise to their everyday challenges.”

Carabao’s media campaign is a mixture of outdoor (with nearly 1,800 roadside 6-sheets), digital, experiential and mobile and will includes ads across gaming, snacking, parenting, students and fitness sites. Carabao will also have a series of mobile banners and billboards.

The creative campaign was put together by agency Quiet Storm with PR and social media activity being handled by W Communications and Total Media managing media planning and buying.

Carabao was originally launched in Thailand in 2002 as Carabao Daeng, which means red buffalo. It was created by a company formed by a Thai rock star, Aed Carabao, still lead singer of Thai group Carabao, and a successful Thai entrepreneur, Sathien Setthasit. Carabao, the energy drink, is currently the second most popular brand in Thailand after M150, owned by Thai soft drinks company Osotspa.

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Levi’s is rolling out its clothes recycling initiative in the UK, with a 10% discount on Levi’s products for consumers who donate old clothes and shoes.

Collection boxes are being installed in Levi’s stores and customers who bring in any brand of clean, dry clothing or shoes for recycling will be given a voucher which they can trade in for a discount.

The company apparently plans to expand the initiative across the rest of Europe by the end of 2017.

As reported in www.promomarketing.info in the run up to Christmas last year, Levi Strauss & Co in the US linked with charity Goodwill to help shoppers give unwanted clothing and footwear to the charity and also raise funds for it.

The clothing giant put a special shipping label on its US ecommerce sites for its Levi’s and Dockers brands (see picture) which consumers could download for free. They could then fill boxes – such as the ones they got when they ordered goods from Levi’s and Dockers – with old clothes and shoes they wanted to donate to charity, stick the labels on and put them in the post. The packages were then sent to the local Goodwill depot.

Levi’s also donated $5 for every box shipped using one of the labels, up to a maximum of $50,000.  On ‘Giving Tuesday’ – December 1st, 2015 – Levi’s doubled its contribution to $10 for every free shipping label used, in support of the Global Day of Giving.

The Levi’s activity was supported by a service called Give Back Box, which allows consumers to reuse shipping boxes and even old cardboard to donate unwanted clothing and other items to charity. The idea is to make it easier for consumers to give things they no longer need to charity, saving them the hassle of having to go to a charity shop or collection point.

Levi’s also has a partnership with a US textile recycling company called I:CO where customers can get discount vouchers worth up to 20% off when they drop unwanted items off in-store.

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In the US, Levi Strauss & Co. has linked with Goodwill to help shoppers give unwanted clothing and footwear to the charity and also raise funds.

The clothing giant has put a special shipping label on its US ecommerce sites for its Levi’s and Dockers brands which consumers can download for free. They can then fill boxes – such as the ones they get when they order goods from Levi’s and Dockers – with old clothes and shoes they want to donate to charity, stick the labels on and put them in the post. They will be sent to the local Goodwill depot.

Levi’s is also donating $5 for every box shipped using one of the labels, up to a maximum of $50,000.  On Giving Tuesday (December 1st, 2015), Levi’s will double its contribution to $10 for every free shipping label used, in support of the Global Day of Giving.

Marc Rosen, head of global ecommerce at Levi Strauss & Co, says: “Our partnership with Goodwill gives consumers a chance to reuse the boxes they receive from us, fill them with clothing they no longer need and support the important work of Goodwill in the process — it’s a win for online shoppers, the community and the planet.”

Levi Strauss & Co has a long track record of supporting charitable initiatives and has been a partner of Goodwill for many years.

Jim Gibbons, president and CEO of Goodwill Industries International, observes: “Donating allows Goodwill to fulfill its mission of supporting local communities by creating jobs and providing services to help people build their careers, while keeping textiles and other goods out of landfills.”

Goodwill alone diverted more than three billion pounds in weight of donated goods from landfills last year.

The Levi’s activity is supported by a service called Give Back Box, which allows consumers to reuse shipping boxes and even old cardboard to donate unwanted clothing and other items to charity. The idea is to make it easier for consumers to give things they no longer need to charity, saving them the hassle of having to go to a charity shop or collection point.

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