Mother’s day 2019.XXXXXX

Mother’s Day 2019.Department stores

Lower case type declared ‘do a bit of mum’s a superhero’ across signage and POS materials in Debenhams stores as Mother’s Day approached. A pale blue background with superhero lightning flashes of pink and yellow outlined in black adorned hanging banners and vertical POS stands.

The website drove traffic through a portal displaying the Mother’s Day gift ideas with the same branding.

Social media sites displayed the superhero branding, along with a collection of gift ideas.

IN-STORE POS

“Mums are already heroes, but Debenhams drove the point home with

retro, comic book-style POS signs. Its ‘do a bit of mum’s a superhero’ messaging was relayed in store, on its website and social channels, and overall the campaign managed to be

both distinctive and consistent.”Natalie Somerville

Strategy & Creative Director

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IN-STORE POS

A-boards outside the store announced Harvey Nichols’ Mother’s Day offer – a three-course lunch plus a voucher for an Elemis facial, just £30. A simple message in black on white beneath the heading ‘Mum’s the Word’, topped and tailed by colourful contemporary flowers added a touch of class.

Inside, glass cases displayed high-value gift ideas, while the white plinths beneath carried the same wording – ‘Mum’s the Word’ and the date.

Social media used the same phrase, this time in pink, to draw the eye and increase traffic to the website where gifts could be ordered for home delivery.

IN-STORE POS STORE FRONT

“Sharp and simple, Harvey Nichols’ ‘Mum’s the Word’ slogan and POS

signage was a tour-de-force in effective, minimalist marketing.”

Jess Hyland Business Unit Director

www.itg.co.uk

DIGITAL ACTIVITY

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IN-STORE POS

IN-STORE POS

Lifestyle imagery of a Mum shrouded in beautiful fabrics and carrying a bouquet of flowers was the central theme for House of Fraser’s Mother’s Day materials. In-store POS carried this image, alongside a simple statement: ‘Mother’s Day’ and the date.

Web traffic was directed via a portal carrying the same imagery and message, where gift ideas were listed to be ordered for home delivery or store pick-up.

IN-STORE POS IN-STORE POS

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The John Lewis Mother’s Day campaign centred on clever typographical wordplay, with the words ‘Her Day’ highlighted within the phrase ‘Mother’s Day – Sunday 31 March 2019’ in a contrasting colour. This device was used on vivid pink POS boards throughout the store, as well as on a larger hanging board used to direct shoppers to the various seasonal offerings, such as gin tasting, card making and personalisation services.

Online activity used the line ‘Send her a gift she’ll really love’ to promote the home delivery and gift card services.

IN-STORE POS IN-STORE POS

IN-STORE POS IN-STORE POS

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M&S used the line ‘For all the things she loves’ on in-store point of sale boards to promote the wide selection of items on offer that would make suitable Mother’s Day gifts.

The colour scheme was bright yellow and purple, with contemporary photography used to highlight the store’s offering. Purple card storage simply stating ‘Mother’s Day’ and the date in yellow complemented the other POS.

Similar imagery was used on the website to illustrate a range of gift ideas, including flowers for home delivery, again with the line ‘For all the things she loves’.

IN-STORE POS IN-STORE POS

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Hanging POS used a contemporary typographic style, with the word ‘MOTHERS’ in capitals against a coloured wash of pale blue or grey on white. The word was written in a linear fashion in some executions, the letters split and placed randomly in others, always topped and tailed by the date of the event.

The website featured the same typographical style, with the word ‘Mothers’ on a feature banner and the line ‘Give your mum something as unique as she is’ to promote the range of ‘Unexpected Gifts’.

Social media led with flowers delivered on Sunday for orders placed by noon on Saturday.

IN-STORE POS IN-STORE POS

“There’s nothing wrong with toning things down – Selfridges’ Mother’s Day

campaign revolved around a single word, ‘Mothers’, on a washed-out

background, but still managed to be one of the most distinctive

of the season.”Natalie Somerville

Strategy & Creative Director

www.itg.co.uk

DIGITAL ACTIVITY DIGITAL ACTIVITY

Mother’s Day 2019.Thank you

Get in touch for more information or to discuss opportunities for your business

inspired@itg.co.uk

*Information and images within this report are gathered from ITG research, third party resources and materials available in the public domain.