Primark What a Christmas

Following a competitive pitch for the 2014 Primark Christmas campaign work, ODD developed ‘What a Christmas’.

Ambition

Christmas is undoubtedly the make or break season for high street retailers and Primark must ensure that they stand out from the competition. ODD were tasked with launching the 2014 Christmas campaign across Europe, bringing key trends from Womens, Mens, Kids and Home to life in windows, in-store, online environments and via PR. The campaign had to communicate the breadth of Primark’s Christmas offering and price message in a contemporary fun way whilst highlighting their fashion credentials.

The ODD Solution

We created a pan-European campaign that showcased a fun, irreverent, playful world, which delivered the promise of excitement, togetherness and most importantly, fashion. The ‘What a Christmas’ campaign consisted of print, eye catching window displays, POS, as well as social content and moving image.

The creative worked to attract people who wouldn’t normally go in store and introduced them to the Primark utopia - through a Secret Santa gift, a novelty jumper, a Christmas Day onesie or something to make Christmas Day sparkle.

Beautiful Effectiveness

Over a 12 month journey with ODD, total sales have gone up by 16%, nearly reaching the £5bn mark.