Saturday, 19 January 2013

Selfridges - no noise campaign

Selfridges no noise campaign video

Recently I went to London with my family and noticed that Selfridge's had started their no noise campaign. They say the aim is to 'celebrate the power of quiet, see the beauty in function and find calming among the crowds'.
I loved this stunt/campaign. The use of so many different public relations elements worked well together. Part of the campaign involved de-branding products such as Heinz baked beans and ketchup to beats by Dr Dre. Not only does this provide publicity for Selfridges but also for all the brands invovled.
The whole campaign intrigued me to think about how powerful branding can be for a consumer and the persuasion and influence it has on consumer choices. Although not all of the branding was completely removed the names were and does this alone create even more of a want by consumers as it will become a 'collectible item' or will the de branding have no affect?
As part of the campaign headspace pods were set up around the shop along with a silence room. This aimed at recreating the idea which Harry Selfridge created in 1909 when the shop first opened. How effective will this be for customers and the business. I loved this idea and creativity of creating not only a normal shopping experience but an original and relaxing shopping experience where consumers feel at ease and can consider buying choices.

I definitely think that January has been Selfridges month with TV programmes and this extraordiary campaign. Generally business' suffer with bad takings in January it will be intersting to see how this PR campaign will affect business for the competition and Selfridges!

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