Bradford ‘digital department store’ returns to London roots with Sophie Ellis-Bextor led DOOH drive – Prolific North

Freemans is returning to its London roots by taking over some of the capital’s best-known shopping destinations with a new digital advertising campaign announced today (October 2).

The household favourite shopping firm was originally launched from a terrace house in London’s Clapham in 1905. Then named Freemans & Co, after founding partner H.A Freeman, the South London enterprise pioneered home shopping throughout London and the Home Counties, offering high-quality goods at affordable prices. Today the retailer is based in Bradford, West Yorkshire, serving customers across the country from Freemans.com.

Now almost 120 years later, the family-favourite brand is celebrating its London links with a sparkling new advertising campaign featuring Notting Hill native Sophie Ellis-Bextor.

Billboards showcasing the brand’s colourful campaign will be on display at the capital’s top shopping and tourist spots, including Oxford Circus station, Bond Street underground, High St Kensington station and Waterloo station.

There will also be giant digital ads on display at the popular Westfield mega malls in Shepherd’s Bush and Stratford, plus the Wandsworth roundabout and Putney Tower close to the terrace house where the brand was born, and near to new retail destination Battersea Power Station.

The dazzling ads will also run on bus sides throughout Greater London, with the campaign reaching an estimated 21m people in total.

Richard Cristofoli, chief customer officer, Freemans said: “Freemans was created in London and has always reflected the capital’s trendsetting styles and fashions. Our new AW collection and our new brand ambassador, Sophie Ellis-Bextor gave us the confidence to bring Freeman’s fashionable but value-friendly brands to a new metropolitan audience and we’re excited to see just how much Londoners love it.”

The sensational new marketing campaign has been created to highlight the digital department store’s huge range of fashionable pieces for 40+ women – a demographic often ignored by legacy high street retailers.

Cristofoli added: “London may be the world’s most exciting shopping destination, but 40+ women in the capital have told us they still don’t feel seen, appreciated, or catered for. By placing our ads next to conventional shopping streets, we can show women that Freemans.com is their ‘style ally’ and we definitely have what they are looking for – and more.”

The campaigns star Ellis-Bextor said: “I am delighted to be on board with Freemans. I remember it was one of the first places that I saw fashion everyone could access and started a passion that I hold today. Fashion for me should be fun, and I think that’s exactly what we show with the ads. I love it and hope that you do too.”

A complimentary TV and social media ad see the newly signed singer changing outfits five times as she appears from a ‘Freemans’ lift, strutting down a cobbled street, descending escalators, cutting to a ‘giant’ wardrobe, packed full of the retailer’s products and ending in a party scene in a bar. The ad also exclusively features a preview of a brand-new single from Sophie called Freedom of the Night.

Last year Freemans chit the headlines by scrapping its famous catalogue after 119 years and moving to become the UK’s fastest-growing ‘digital department store’. The moved allowed Freemans.com to stock over 60,000 items, ensuring every customer has the very best choice. The destination website now boasts a curated range of major international brands, complemented by exclusive in-house designed collections and ranges sourced by parent company Otto.

Mullen Lowe’s creative team developed the new concept with Freemans in house team. Media strategy and outputs were developed by the7stars.