For the habitual acquirer, Christmas involves lots of spending (good) but lots of giving away (tricky). But if a selection of high-ticket gifts came with an exclusive reward for the purchaser to keep… Even with such a compelling hook, our piece still had to charm its way onto the mantelpieces of 3,000 of Selfridges’ most valuable storecard holders and remain visible for the duration of the in-store theme.

The background of each 3D diorama, inspired by the striking facades of the store’s three buildings, featured the store relevant to the recipient.

100% of the promotional stock – only available via this mailing if sufficient appropriate purchases were made - was successfully redeemed.Selfridges play their commercial cards very close to the chest, so this is the only measurement we can reveal.

However, even in the unlikely event that the promotional stock was tagged to all sales generated by this mailing then just the transactions necessary for a 100% redemption of the promotional offers would generate a level of profit far outweighing the cost of the mailing.