We wanted to develop a new creative voice for House of Fraser that could be executed across the entire business whilst giving the brand the bragging rights it deserved (creative leverage). We used themes, rather than traditional advertising ideas to make sure we could speak above rational RTBs and straight to the emotional impulses which is how fashion credentials are built. So, we made them dance. And we gave them an ad unlike anything else. Full of attitude and creativity.

We built the best team to do this. Our choreographer was world famous, 22 and fresh of creating Justin Bieber's latest album project, the director was a famed music director globally, and our creative directer was young and female. All this helped to make our track choice by Grace become a smash hit in the UK.

The final ad launched on Instagram in a teaser format the night before it launched on national TV in the UK. As HoF's budgets are smaller, we went on TV 2-3 weeks after the competitors. We launched on 18th November and ran for 6 weeks on mainstream TV and cinema.

The great thing about HoF was they were able to react to opportunities in real time. For example, the track was chosen to be sung on X Factor - primetime Saturday night TV - and when they found this out they upped their media spend to make sure the ad was played around the song in the show.

In the final analysis, the target market and press praised HoF for it’s unique creative approach generating huge shifts in perception and bringing hope to the high street. Perception of HoF as a place for fashionable clothes jumped from 18% to 60%, retail critics lauded HoF as the surprise stand-out in the Christmas round-ups beating John Lewis, the retailer who has dominated Christmas for the last 7 years. The track we chose rocketed to number 4 in the UK charts and was played everywhere from BBC Radio 1 to Simon Cowell's X Factor resulting in a gold disc being presented to our agency. By January 5, HoF was reporting a 5.3% year on year uplift in sales, they had their largest single trading day in history and the econometrics proved a £3 return to every £1 spent* - amongst the highest returns seen in any ad category today.