Rare Fruits

Our campaign invites consumers into a magical world where brands are islands and rare fashion fruits grow. On these islands, shoppers can pick fashionable Rare Fruits, and pack them in a ‘harvest box’ for delivery. Inspired by the successes of High Street retailers offering exclusive collections from celebrities, we offer busy women a chance to purchase rare fashion items from Littlewoods spokeswomen Trinny & Susannah, or others, and to find featured brand offerings exclusively through littlewoodsdirect.com.

Over an 8-week period, in the lead up to the holidays, or other seasons, we aim to drive high traffic toward this one-stop online shopping store, that, with its Rare Fruits, fulfils consumer aspirations of finding items “for the me I want to be.”

Other Rare Fruits campaign elements include: promotional competitions, mobile marketing, influencer seeding via social networking and word-of-mouth, events and lifestyle PR in an integrated marketing effort that builds buzz momentum and showcases all the brand label selections available from Littlewoods.

This submission is a collaboration between Lisa Devaney, Hai Media Group (www.haimediagroup.com) and Isabella Hu, Ecolocate (www.ecolocate.org).