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BWM creates its first campaign for Kmart to change the face of shopping
Imagine asking 1,000 real mums into a Kmart store with no price tags on any products and filming what happened…
This is what BWM has created in its first campaign since it won the Kmart business that seeks to completely reposition the discount department store as a retail game-changer.
On July 11th, Kmart closed one of its stores in outer suburban Melbourne, and invited 1,000 real mums to 'guess' the price of certain every day products. As the mums began to make the connection that the prices were irresistibly low, celebration ensued around the store.
The campaign is central to Kmart’s new positioning of dropping its prices for good as part of its focus on offering consistently low priced products across their stores every day of the year.
As Kmart Managing Director, Guy Russo has said: "Australians are paying too much for the things they need every day. That's why at Kmart we've dropped our prices for good.”
Over the last two years, the Wesfarmers-owned Kmart has fundamentally changed its business. “We have reduced the number of items, we have restructured our sourcing strategy, and we have stringent quality controls. This has allowed us to dramatically reduce prices and say goodbye to the yoyo sales campaigns that dominate the Australian marketplace,” Mr. Russo said.
BWM has dramatically brought the new business model to life, filming real mums delighted by low prices and ultimately aiming to convince consumers that ‘feel good shopping’ is not just restricted to sales.
“There’s so much happening at Kmart and now we want to tell everyone about it. We need all those people who shop with us and those who haven’t for some time to come in and have what we call an ‘AH-HA’ moment. That great realization that Kmart really is trying to make it easier for families by offering the lowest possible price on everything, everyday,” mentioned General Manager Marketing, Dion Workman. “1000 mums is a fantastic communication to all Australians about the new Kmart.”
The new campaign will launch nationally tonight with a stunning 60 second TVC and a series of 30 second product vignettes that showcase just how good it feels to get something great, for so little. The campaign will be supported by a mass of in store support as well as a full digital and outdoor program.
“This campaign has been a real challenge for the agency but one we’ve relished as we believe it will change the face of shopping as people reconsider what Kmart has to offer. It creates the true point of difference for Kmart, captured in a really compelling way,” BWM said.
“The logistical challenge alone of inviting 1,000 real mums and filming all their amazing reactions in store is really a testament to the great team of people who brought this important campaign to life.”
Creative credits:
Executive Creative Director: Rob Belgiovane
Creative Directors: Rocky Ranallo and Shaun Branagan
Creative Group Heads: Amy Hollier & Gus Johnston
Director: Henry Mason
Producer: Abby Hunt
Managing Director: Hugh Nairn
Group Account Director: Nicole Miranda
Kmart General Manager Marketing: Dion Workman
Kmart National Marketing Manager: Michelle O'Farrell
Kmart Integrated Marketing Manager: Anna White
Local Production: Exit Films
Production Company: Stink TV
Offline: The Butchery
Online: Tide
Music: Eclectic
Rochelle Burbury
Access Public Relations
T: 02 9292 7001
M: 0408 774 577
E: rochelle@accesspr.com.au
Tracie Walker
General Manager – Corporate Affairs
Kmart
M: 0419 984964
E: tracie.walker@kmart.com.au
Overview of BWM
BWM is one of Australia's largest creative agencies. Founding partners Rob Belgiovane, Paul Williams and Jamie Mackay have grown the agency from start-up in 1996 to now employ over 100 staff In Australia, with revenues exceeding $20 million. The partnership is one of the longest and most successful in the industry.
About Kmart
Established more than 40 years ago Kmart is one of Australia’s largest discount department store retailers with 187 stores throughout Australia (172) and New Zealand (15), product sourcing offices in Hong Kong, Shanghai, Dongguan and Bangladesh and India, and more than 26,000 team members.