Harvey Nichols uses real CCTV footage for their #LoveFreebies campaign

Harvey Nichols took an unusual approach in promoting their new loyalty app with a “tongue in cheek” campaign featuring shoplifters. To encourage people to sign up to their new app and to “get freebies legally” they launched the campaign “You’ve been Harvey Nicked!‏” last week. It uses CCTV footage of shoplifters in action in its stores disguising their faces with animated characters.

The videos show that shoplifters never have a happy ending. Instead getting chased and caught by store security and showing there is a better way to get freebies; their new app, launched earlier this month. The footage used comes from the flagship Knightsbridge store in London, and uses 100% genuine, real, honest footage created by Adam+Eve DDB.

The campaign was covered on social media with #LoveFreebies, along with additional digital content marketing on their website.

Love freebies? Get them legally with Rewards by Harvey Nichols. https://t.co/PcqtftWwjd #LoveFreebies

— Harvey Nichols (@HarveyNichols) July 13, 2015

Steal this dress, get two years. Buy this dress, get rewarded. http://t.co/AGmqDraP9n #LoveFreebies pic.twitter.com/wGIkkSVHhl

— Harvey Nichols (@HarveyNichols) July 19, 2015

Rewards by Harvey Nichols. The legal way to get a five finger discount. http://t.co/onxssbFPJ2 #LoveFreebies pic.twitter.com/qaMYcJlYgl

— Harvey Nichols (@HarveyNichols) July 18, 2015

Love freebies? Here’s a sneak peek of what’s coming tomorrow. #LoveFreebies

A video posted by Harvey Nichols (@harveynichols) on Jul 12, 2015 at 3:11am PDT

The great thing about this campaign is that it doesn’t take itself too seriously, like their Christmas ad campaign last year, “Could I be any clearer”, which was based around customers sending cards to their loved ones describing exactly what they wanted for Christmas. Ensuring they didn’t end up with unwanted gifts. And again in Christmas 2013 the ‘I spent it on myself’ campaign featured a family member who had spent all their money on themselves and bought rubbish presents for everyone else, followed up by small gifts on this theme available to buy in-store. These campaigns show that the brand is stepping away from traditional marketing and that they also have a sense of humour.

Speaking about the latest advertising campaign, Shadi Halliwell, group creative & marketing director of Harvey Nichols, said: “We wanted to create a campaign which plays on the universal truth that everybody loves a freebie. By downloading ‘Rewards by Harvey Nichols’, our customers are sure to be spoilt, the legal way, with fabulously stylish treats.”

I for one am excited to see what they will do this Christmas!