The UK's largest curated online marketplace, Notonthehighstreet.com, recently launched its 2015 Mother's Day campaign, which was created by WCRS and is built around the challenge that awaits all sons and daughters this coming Sunday, March 15: What do we get the woman who knows us so well she can predict our every move? How do we genuinely surprise our mums? The integrated campaign includes TV, press, radio and digital activity, and hopes to inspire children of all ages to use the site to search for more original gifts for their adoring mothers. The cross-channel campaign seeks to remind consumers that notonthehighstreet.com is the perfect destination for gifts that are a little out of the ordinary.
Notonthehighstreet.com, recently launched its 2015 Mother's Day campaign, which was created by WCRS
The campaign is built around a TV spot (below) that will be running across numerous terrestrial and digital channels, focuses on a young girl who believes her mum has special powers because she's always there to predict what she and her brother will need, be it a hanky for a sneeze or a well placed cereal bowl to catch a rogue splash of milk. The spot sees the children puzzling over how to surprise someone who is always at least one step ahead of them. They find the answer (obviously) through notonthehighstreet.com, where they surprise their mum with a hidden message tucked away inside a new leather purse. It's these kind of heavily customised, unique gifts that the site specialises in, and it's a smart, if rather safe move to put the kids at the centre of the spot.
Here's To Surprising Mum
Ben Carter, notonthehighstreet.com marketing director, said “Mother’s Day is a really important gifting occasion,” and their campaign “Reminds the British public that they don’t need to go down the route of your normal Mother’s Day and instead can give an extraordinary gift to reflect how extraordinary their Mums are.” Obviously not a fan of the old flowers and chocolates then. Emma Marsland, WCRS managing partner, adds that with their campaign, they “Wanted to depict those halcyon days when kids think their mums are total superheroes and can do no wrong,” and underline notonthehighstreet.com as “The only place to go for the perfect present for these supreme beings.”
The campaign is built around a TV spot that will be running across numerous terrestrial and digital channels
WCRS have held the online marketplace's account for just over a year now, having claimed the £5 million creative account last February after a five-way pitch that also involved VCCP, Karmarama and Brothers & Sisters. Media planning and buying on the account comes courtesy of M2M, and the spot was produced by Thomas + Thomas.