Unique Digital will use predominantly search, which includes advertising with Google, Overture and Espotting, and banner advertising on horizontal sites, such as Handbag.com, in the run-up to the Christmas period.
Banner creative by the agency will provide a shop window to showcase products from the catalogue range to expose the brand to a wider audience.
Chris Poad, senior marketing manager at Otto UK, said: "Unique Digital showed an extremely strong knowledge of how different online mechanics could work together to meet our aggressive recruitment objective, and how we could successfully target a mature female audience."
The campaign, which will break in the second week of October, will, among other things, help Otto understand why people shop for fashion.
Martin Kelly, media director at Unique Digital said: "The strategy behind the campaign is to utilise and test different interactive environments. We are getting closer to understanding why people shop for fashion in the first place and are seeking out these opportunities to stimulate the brand attraction and gain market share.鈥
Otto UK owns five home shopping brands: Grattan, Freemans, Look Again, Montage and Kaleidoscope.
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