Freemans has launched of a new customer credit offer Flexi3 with the digital department store set to heavily promote the offer via a TV campaign.

The launch is part of the retailer’s “aggressive transformational journey” to grow market share and add customer numbers and the card launch is “one of the cornerstones for that continued growth”.

The Flexi3 campaign first airs on the 16  March with the 30-second ads set to run for the next seven weeks. It will also be promoted across its owned channels as well as digital, paid social, Youtube and Pinterest.

The card aims to give customers the options of spreading purchase costs on an interest-free basis. Payments can be split over three months, with no interest or spread the cost over a longer term. This is in addition to paying nothing for the first five weeks.

The campaign is similar to its ‘Made You Look’ creative launched last autumn. It’s designed “to grab attention and modernise perceptions of the Freemans brand by standing out”. Content sees a range of models of different ages, genders and sizes all wearing some of the latest fashion from the retailer in a variety of ‘flexible’ poses.

Canadian comedian and writer Katherine Ryan provides the voiceover for the TV ad, explaining how Flexi3 works.

Richard Cristofoli, chief customer officer said: “Choice has always been an integral part [of our transformation] and has now been extended further to include newer more flexible ways to pay. We know that for many customers offering new alternative payment methods represents a key part of our value proposition. It’s why we have taken the decision to launch a brand-new credit offer”.

Stuart Daniels, chief credit officer, added: “We know that shoppers often find credit confusing, so we deliberately designed Flexi3, with a great deal of customer research, to be as straightforward and easy to understand – with the option to split payments over three months with no interest, as well as paying nothing for the first five weeks.

“Credit, and accessible credit, will continue to be one of the cornerstones of our growth anchored around responsible lending and repayment with limits set at levels customers can afford”.