Freemans has launched its first brand-new customer credit offer in 13 years, backed by a major campaign across all its owned channels as well as above the line, social, digital and TV.
The Bradford-based etailer, which last year announced that it was retiring its catalogue, has been on an aggressive and fast paced transformational journey, growing share ahead of the market and adding customer numbers as it emerges from its evolution as a digital pure player.
The latest campaign introduces Flexi3, a brand-new credit offer giving customers the options of spreading the cost interest free. The offer is seen as one of Freeman’s cornerstones for continued growth.
Flexi3 offers customers the chance to split payments over three months with no interest, or spread the cost over a longer term. This is in addition to paying nothing for the first five weeks.
The campaign follows the look and feel of the Made You Look creative that was launched in Autumn last year. Designed to grab attention and modernise perceptions of the Freemans brand by standing out, the latest execution sees models of different ages, genders and sizes all wearing some of the latest fashion from the retailer in a variety of ‘flexible’ poses.
The very familiar vocal tones of Canadian comedian and writer Katherine Ryan provide the voiceover for the TV ad, succinctly explaining how Flexi3 works.
Freemans again continued its on-going relationship with Mullen Lowe to deliver the ad concept, creative direction and the ‘shoot’ which took place in London.
The 30-second ads will run for the next seven weeks and will be supported across all Freemans-owned channels as well as digital, paid social, Youtube and pinterest.
Richard Cristofoli, chief customer officer said: “Over the past few years, we have evolved the way we communicate our offer positioning ourselves as a vibrant digital department store, showcasing the very best of product, enticing new customers to shop with Freemans as our transformational journey continues at pace.”
“Choice has always been an integral part and this has now been extended further to include newer more flexible ways to pay with the launch of Flexi3. We know that for many customers offering new alternative payment methods represents a key part of our value proposition. It’s why we have taken the decision to launch a brand-new credit offer.”
