Secretsales.com has today launched a new marketing campaign called ‘Drop Everything’, in order to attract more consumers to its flash sales website.
Built around the insight of impulsive shopper behaviour, the campaign revolves around the willingness of consumers to stop whatever they are doing in order to snap up designer items available at discounts for a limited amount of time.
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As part of the campaign, Secretsales.com will return to TV advertising, showcasing three executions that focus on the absence of the Secretsales.com shopper and the situation they have abandoned to grab an amazing designer bargain.
The three adverts include a stranded boyfriend in his boxer shorts hand-cuffed to a bed, a husband trapped in an attic calling for his partner and a heart-broken best-friend on the phone who has been dropped in her time of need.
The TV campaign launches today, with adverts placed across the Channel 4 network and on Sky channels.
This year’s media schedule has been concluded following analysis of effectiveness and response to TV advertising in 2012 and 2013.
The Drop Everything theme will also appear across the website, daily emails, social and PR communications and all other marketing channels going forward.
Secretsales.com co-founder Sach Kukadia commented: “With Christmas just around the corner we are excited to launch the ‘Drop Everything’ campaign, which boosts our brand identity just ahead of our key festive trading period, October and November. The campaign not only reminds customers about the thrill of flash sales shopping, but also the need to get Christmas wrapped up early if they want to get the best deals.”