Keeping that retail dream alive
Part formula, part dark art, nothing works harder than retail
Retail advertising is about making a consistent catalogue of products and services feel fresh and relevant all year long. Whether it’s a sale, calendar event or focus on a single category, one thing’s for sure. Getting it right isn’t easy. It takes years of experience and the ability to calmly guide ideas through a mosh pit of stakeholders.
Ninety-nine ways to sell clicky pens
Officeworks is Australia’s number one office supplies retailer, driving traffic with theme-based campaigns rather than sales. Every 4-6 weeks we’d create a theme correlating with selected product categories or services and roll it out in an integrated campaign with search, PR, digital, media and social agencies. I’d record a bazillion radio and TVC spots, catch my breath then crash tackle then next one. Hopefully getting a joke in there somewhere. There was an embarrassing lack of diversity in casting by this brand for many years. It’s something Officeworks is addressing now.
Helping a challenger win the inner city
Momentum Energy is a challenger brand in Victoria’s busy retail energy market. Rather than take on the giants, we zeroed in on a smaller target we knew we could win. The inner city. With Momentum’s local call centres and a renewable energy focus, our core audience of young, inner-city professionals were more receptive to our message. And it meant our tone could be more familiar and irreverent. This video features three radio spots.
Finding a shouty retailer’s inside voice
Shouting is a great strategy if you’re selling apples at South Melbourne Market. But if you’re selling beds it’s a long way from a quiet, cosy bedtime vibe. At a time when every bedding retailer was giving it heaps, we tried turning down the volume. Weirdly, it worked.