Selfridges were creating London’s ultimate jewellery, watches and luxury gift destination. Named ‘The Wonder Room’, the new space was to rival the Bond Street offering and create the ultimate shopping destination for luxury goods. The advertising campaign needed to launch this space to their high tier audience on a limited media schedule and gain maximum standout.
The campaign idea was to use the archetypal classified ad to hunt down the few remaining extraordinary products to complete their selection. Using the most exquisite classified ads ever seen, the campaign sought to track down ‘One Breeding Pair of Unicorns’, ‘Magic Beans’, Phoenix Eggs, Ruby Slippers, Flying Carpets and more.
The campaign delivered higher than anticipated traffic and first week sales exceeded expectation.