Kmart expands ‘Irresistible Prices’ campaign in new spot to promote its prints range via BWM

‘Bom Bom’ has gone urban to promote Kmart’s exclusive clothing prints range as BWM continues to expand upon the successful ‘Irresistible Prices’ campaign, for the national retailer.

The latest instalment launches on Sunday, 29 September and celebrates the brand’s original design collection.

WATCH THE FIRST SPOT

WATCH THE SECOND SPOT

Says Dion Workman, Kmart general manager marketing: “Kmart’s commitment to everyday low prices is stronger than ever. This new campaign celebrates more than just low prices – it celebrates our desire to offer trend setting designs that are quality, colourful and unique to Kmart.

“We make shopping at Kmart a joy, not just a necessity. By showing off our irresistible prices and our huge range of prints, everyone – women and men – can find a print to suit their style, at a great price.”

BWM has worked with Kmart as their creative agency for the past two years, re-launching the brand and helping move it to the top of the category and position itself as a ‘retail game changer’.

Says Murray White, BWM executive creative director: “Kmart now has over 30 in-house designers, making it one of the biggest design teams of any department store in Australia. Their collaboration with the Kmart buyers ensures the latest trends are hitting the streets.

“As such, we saw a great opportunity to draw on the vibrant, fresh visual language of street art and build upon the beloved and highly recognisable musical and visual assets of the brand. The result is a unique celebration of Kmart apparel that is again stylish and full of fun.”

Kmart – Client

Original Track – Bom Bom ¬ Sam And The Womp