Kmart celebrates low prices with the launch of its new ‘irresistible’ campaign this Sunday via BWM
In a new integrated campaign which launches on Sunday, BWM has worked with Kmart to take their price messaging to the next level.
Building on the success of previous campaigns including the ‘1000 Mums’ campaign and the ‘OK’ campaign, this next campaign is a continued celebration of a variety of quality, colourful, essential and occasional products at everyday low prices. The series of simple upbeat films are designed to put a smile on the face of viewers, set to the catchy ‘Bom Bom’ track by Sam and the Womp’s.
Says Guy Russo, Kmart managing director: “Last year we decided to go out and stake our claim as the ‘retail game changer’, offering consistently low priced products across our stores every day of the year. This new campaign celebrates our ongoing commitment to that promise and shows that Kmart is not just about budget essentials. We offer a wide range of on-trend products at affordable prices every day of the year, making shopping at Kmart a joy, not just a necessity.”
The campaign will be rolled out across television, magazines, radio, OOH and digital.
Says Dion Workman, Kmart general manager marketing: “This campaign highlights affordability and desirability simultaneously. Kmart is bringing the fun back to shopping with our products and their prices – creating an irresistible equation for shoppers.”
Since coming on board as Kmart’s creative agency last year, BWM has worked on the repositioning of the retailer by delivering feel-good campaigns that showcase how exciting it really is to get something great, for so little.
Says Carl Ratcliff, BWM managing director: “Following the success of our previous campaigns for Kmart, we saw an opportunity to build a bigger, brighter and more engaging story around great products, amazing prices and the incredible quality you get shopping at Kmart.
“In this campaign the products are the theatre, the inspiration and the proof. The Kmart team are taking their communications to a bold new level and are really carving out their own place in Australian retailing – it is a very exciting time to be working with the brand.”
Kmart – Client
Guy Russo – Managing Director
Ian Bailey – Chief Operating Officer
Dion Workman – General Manager Marketing
Laurie Lai – National Communications Manager
Rebecca Payne – Advertising Communications Specialist
BWM – Creative Agency
Ant Shannon – Creative Director
Carl Ratcliff – Managing Director
Amy Hollier – Creative Group Head
Luisa Paine – Senior Art Director
Sonia LcLaverty – Senior Producer
Sally Cunningham – Onscreen Producer
Nicole Gillard – Group Account Director
Tony Le – Senior Account Manager
Resolution Design Production Company
Tim Dyroff – Director
Kent Boswell – Executive Producer
Music
Song Title: Bom Bom
Name of Artist: Sam And The Womp
23 Comments
I like!
I’m off to Kmart.
Spot on. Nice work all involved.
Thank you Kmart, you have given us something fun…..shits all over the target badly produced crap we have to endure.
I actually like it. Big W look and learn.
What a fantastic departure from all the usual boring crap that is on air
So you can have retail price point advertising, and something fun and interesting all at the same time.
A client with a clear vision and the drive, patience and confidence to implement it and an agency with the ability to communicate that vision in a simple, clear , entertaining way. It takes both to create truly great advertising and this is a great example of great advertising.
That’s good work. Well done.
Jesus Christ guys, you are all carrying on a little aren’t you? Yes, is visually interesting and probably not as nauseating as Big W, but to hail this as a triumph is a bit rich. But again, here in Australia we are accustomed to such dismal levels of retail creativity that this looks like a winner. If you want to see retail done well, see the Old Navy ads or the Target stuff or the JC Penney’s ideas coming out from America and see how this compares. Or keep blowing your own trumpet and dragging retail creativity to new levels of dumbness.
I loved the ad and actually googled it just to see the response. Works very well!
Hey carrying on, how about some constructive criticism instead of the usual bagging out of Australian produced content?
Feels and looks very similar to the recent US Target stuff… without the insight or something to laugh it. Style over substance. Only just ok.
I think this is little a beauty, well done to all involved. Price based campaign meets brand repositioning beautifully. Fun!
Women’s heads mounted on trophy boards just like the serial killer did in the movie Sin City? Really? This is really disturbing imagery. Someone really messed this one up
great ad. catchy and clever, colourful. i didn’t think it would be kmart. pleasantly surprised.
i have never made a comment on an ad b4 lol.
f*cken fantastic
It takes a lot to get a “Wow” from me.
Wow
A refreshing way to get the message across. I actually wanted to watch the advert.
An award winner for sure.
Now you’ve got to top it with the next advert…
Hay what’s the song called to this ad?
Absolutely shits on BigW’s everyone’s a winner.
I just walked into my BigW and the photo lady said that nobody liked or understood “Cha-Ching”, the customers asked if it was “some Asian thing”.
Awesome Kmart, my kids love it, everyone does. A party in hour house every time it comes on.
And “hey” is spelt H-E-Y
Fun, I love Kmart’s new commercial.
Thank God the work experience kid had an ipod with at least one funky song on it, so that the Povoshop could use it in its TVC.
I have watched this TVC several times, and it gets less and less compelling. Without the contribution by Sam and The Womp of Bom Bom, this would be just another Kmart Ad.
Well done, well done to the advertising agency. Sam and the Womp, fantastic. Every time this advertisement comes on air, you get up and dance and you definitely watch the screen. All the elements of a good advertisement – unforgettable tune, Brand, and visuals. Good stuff
Listen to all you advert industry people gushing about this stupid ad. Are you all serious? Here you all are patting the producers on the back for what normal people think of as annoying drivel. Please, come back to the real world!