The aim was to showcase the best Christmas gifts from the nation's favourite store, as well as raising awareness of M&S as a one-stop shop for gifting, and driving sales online and in-store.
The Gift Guide is M&S's key selling tool at Christmas and we had to make sure it stood out in the crowded gift market. We also had to handpick the best of the best from M&S's range of thousands of products - a tough task - and make each one come alive over 148 pages.
As catalogue experts, we wanted to create something on brand, but not predictable. And that's exactly what we did.
Alongside beautiful photography and design, we gave the catalogue an editorial feel by grouping the products in an inspiring way - telling stories about them, talking about trends, and highlighting why customers should buy. We talked to the M&S customer in a friendly and informal way.
We also won a competitive pitch to produce an interactive version of the Gift Guide featuring videos and wish lists, which was hosted by Mail Online.
Several customers from our focus groups said the Gift Guide was "an invaluable shopping tool". They also said it was an inspiring showcase for the range that they were happy to keep on the coffee table and that it had beautiful photography. M&S were delighted with this response - and so were we!
Plus, the response to the online Gift Guide was excellent, with 93% of people surveyed taking action as a result of using the guide. Customers described the Guide as "easy to use" and "well presented".
In fact, M&S were so impressed with our work that they've asked us to weave our magic once again on the 2012 Gift Guide.
Agency Website: www.axonpublish.com