April 24, 2013 07:13 ET

Littlewoods Launches First Spring/Summer Ad Campaign Since 2009

40" Shazam-enabled ad supports launch of Myleene's first swimwear collection

LONDON, UNITED KINGDOM--(Marketwired - April 24, 2013) - Digital department store, Littlewoods, will launch its first spring/summer 2013 above the line campaign in four years with an interactive TV advert on ITV featuring audio recognition technology.

A special 40" edit of the ad, which has been created to support the launch of Myleene Klass's first swimwear collection designed exclusively for the family retailer, will be Shazam-enabled to give people an opportunity to win a holiday. When viewers see the Shazam® prompt and activate the app on their smartphone or tablet, they will be taken to a dedicated Littlewoods microsite. There they will find the competition to win a holiday, as well as behind-the-scenes content from the ad shoot and the full track used in the ad - 'Wonder' by Naughty Boy, featuring Emeli Sandé.

The campaign was made possible as a result of ITV's exclusive partnership to distribute Shazam functionality in UK broadcast advertising. The 40" ad will appear on ITV during the British Animal Honours on Thursday 18th April and Britain's Got Talent on Saturday 20th April. These spots will be followed by a series of 30" and 10" ads, which will run until the end of June and feature a rolling calendar of weekly product promotions from across the Littlewoods website.

The campaign is the latest to feature the successful 'Littlewoods touch' strapline developed last year by Littlewoods' retained agency, St Luke's. The concept aims to highlight how shopping with the brand enables families to spread the cost of their purchases. Shot on location in Thailand earlier this year, the campaign features brand ambassador, Myleene Klass, emerging from the sea in an orange bikini from her own range to join a group of friends at a beach bar. She then uses the 'Littlewoods touch' to transform their swimwear into beachwear.

The £1.8 million campaign is Littlewoods' first above the line spring/summer push since 2009 and will also incorporate outdoor, print and digital. The traditional media and digital tactical campaigns were planned and booked by Carat and myThings respectively. The television advert was directed by Howard Greenhalgh.

Gary Kibble, retail director for Littlewoods, said: "The Littlewoods touch has been a hugely successful concept for us. It captures what makes shopping with Littlewoods different and has been instrumental in helping us to attract tens of thousands of new customers over the last six months. Combining that concept with the launch of Myleene's first swimwear collection felt like the right moment to launch our first spring/summer campaign in four years.

"With over a third of visits to our site now via a smartphone or tablet, optimising all of our content for mobile is a hygiene factor when it comes to our marketing strategy. But we're always looking to offer our customers something new and different and Shazam offers a unique way for them to interact with our brand. We look forward to seeing how it resonates with our customers."


About Littlewoods:

Littlewoods is part of Shop Direct Group - the UK's leading multi-brand online retailer with annual sales of £1.7bn. Our other department stores include, isme and

We sell more than 800 brands, including leading fashion labels and our own brands. We are proud to offer exclusive celebrity collections from Myleene Klass, Coleen Rooney and Laurence Llewelyn-Bowen, amongst others. We deliver more than 25 million parcels each year to millions of active customers and our department store websites receive more than 700,000 visits every day.

For more information on Shop Direct Group, visit or follow us on Twitter at @ShopDirectGroup.

Additional credits for the campaign:

Campaign title: Littlewoods Spring Summer 2013
Client: Littlewoods, Shop Direct Group
Gary Kibble, retail director
Andrew Roscoe, head of brand, sponsorship and celebrity
Kim Pritchard, brand lead
Sarah Gomery, advertising executive
Brief: Launch Myleene's new swimwear collection and promote Littlewoods' spring/summer 2013 range
Creative agency: St Luke's
Executive Creative Director: Al Young
Creative Director: Julian Vizard
Copywriter: Al Young
Art director: Julian Vizard
Planner: Dan Hulse, Giselle Okin
Media agency: Carat
Media planner: Chris Dennis
Production company: Soft Target
Director: Howard Greenhalgh
Editor: Matthew McKinnon at Family
Post-production: MPC
Music production/track: Emeli Sandé, Shahid Khan, Hugo Chegwin, Harry Craze
Track: Wonder
Audio post-production: Grand Central
Exposure: National TV

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