Littlewoods and ITV Launch Shazam-enabled Ad

Digital department store Littlewoods will launch its first spring/summer 2013 major campaign in four years with a Shazamable advert on ITV.

A special 40” edit of the ad, which has been created to support the launch of Myleene Klass’s exclusive swimwear collection, will be Shazam-enabled to give audiences an opportunity to win a holiday

When ITV viewers see the Shazam prompt and activate the app on their smartphone or tablet, they will be taken to a dedicated Littlewoods microsite. There they will find the competition to win a holiday, as well as behind-the-scenes content from the ad shoot and the full track used in the ad – ‘Wonder’ by Naughty Boy, featuring Emeli Sandé.

The campaign was made possible as a result of ITV’s exclusive partnership to distribute Shazam functionality in UK broadcast advertising. The 40” ad will appear on ITV during the British Animal Honours on Thursday 18th April and Britain’s Got Talent on Saturday 20th April.

These spots will be followed by a series of 30” and 10” ads, which will run until the end of June and feature a rolling calendar of weekly product promotions from across the Littlewoods website.

The £1.8 million campaign is Littlewoods’ first above-the-line spring/summer push since 2009 and will also incorporate outdoor, print and digital.

“With over a third of visits to our site now via a smartphone or tablet, optimising all of our content for mobile is a hygiene factor when it comes to our marketing strategy,” said Gary Kibble, retail director for Littlewoods,.

“But we’re always looking to offer our customers something new and different and Shazam offers a unique way for them to interact with our brand.

“We look forward to seeing how it resonates with our customers.”

So get your smartphones out tonight and get ready to Shazam!