JD Williams has revealed its Spring campaign this morning, in partnership with Sky Media and Channel 5.
The 10 second TV idents and 30 and 60 second adverts feature TV personality and comedian, Judi Love (Out of Order, Comedy Central) and Channel 5 presenter Helen Skelton (Springtime on The Farm, Dan and Helen’s Pennine Adventure), being interviewed by Gok Wan about how their style and fashion has changed in midlife.
Part of Manchester-based N Brown, JD Williams will also exclusively sponsor Inspired Living on Channel 5 from tomorrow.
“JD Williams proudly champions midlife women and we’re excited to be launching a campaign with Judi, Helen and Gok to help women feel confident in dressing for midlife style,” explained Sam Walker, Director of Group Marketing and Creative at N Brown.
“We understand our customers better than anyone, so we’ve worked with Sky Media to ensure that our campaign messages are more targeted across Sky’s platforms and to benefit from the wealth of data that we’ll gain through Sky’s ability to engage with their audience. JD Williams is all about making women feel amazing, and we’re confident that our new campaign will resonate with our customers.”
The deal was brokered by the7stars.
“Our JD Williams partnership is a brilliant example of a modern integrated partnership,” added Karin Seymour, Director of Client and Marketing at Sky Media.
“Production, access to talent and advanced data sharing means that together with Channel 5 and the7Stars, we can drive JD Williams’ business forward by connecting and engaging their ideal audience.”
Longform versions of the interviews, which have been produced by Sky Media, will be available on the JD Williams website.
The campaign, which runs until 9th May will also appear on Global OOH sites, Smooth FM & Heart FM 5, Hearst’s Good Housekeeping and Red Magazines as well as paid and organic social.
“This is a great branded-content series with a fabulous talent line-up that both reflects and empowers the audience it serves – magnificent mid-life women. It has been a truly collaborative project and it’s great to see the media strategy evolve into a fully integrated, data-fuelled activation incorporating more assets and channels, to really build on the success from last year,” said Zach Al-Moajil Cole at the7stars.
