Kmart Australia changes its tune to tell a new aspect of its brand story in a campaign via BWM
Building on the tremendous success of the ‘Bom Bom’ campaign, BWM has continued its partnership with Kmart Australia to deliver the next evolution in the Kmart story – a vibrant campaign set to a quirky new track that’s certain to get Australian’s talking, and clapping along.
Set to the revitalised 1965 pop culture classic, ‘The Clapping Song’ by Shirley Ellis, Kmart’s infectious new tune is both distinct and memorable, continuing the brand’s tradition for feel-good anthems.
Says Dion Workman, Kmart general manager marketing: “Refreshing Kmart’s sound was part of our overarching strategy to evolve the brand, and further the fusion of great products and low prices that make Kmart irresistible.”
The latest creative instalments show customers how irresistible value feels, by celebrating and sharing the ‘Kmart feeling’ that transforms low-price products into a wonderland for the imagination.
The new campaign will launch nationally on Sunday 4 May with the first of three vibrant 30 second TVCs that capture how incredible it feels to shop at Kmart. The campaign will be supported by a full digital and outdoor program featuring, eye-catching banners, mirror installations in shopping centres, an Instagram competition, street posters and a new styling video on YouTube.
Says Mark Watkin, BWM managing director: “The latest products at everyday low prices deliver unbeatable value to customers. It’s what sets Kmart apart from other retailers. Developing playful campaigns set to instantly recognisable tracks has become their trademark. This new campaign is a continuation of this distinct approach, and is all about finding new ways to engage with and inspire Australian’s of all ages.”
BWM was appointed as Kmart’s creative agency in 2012, and has since delivered a series of highly successful campaigns that have repositioned the retailer as one of Australia’s favourite retail destinations. Previous campaigns include: ‘1000 mums’, the ‘OK’ campaign, and the infectious ‘Kmart makes low prices irresistible,’ set to Bom Bom by Sam and The Womp.
Kmart – Client
Dion Workman – General Manager Marketing
Laurie Lai – National Communications Manager
Rebecca Payne – Advertising Communications Specialist
BWM – Creative Agency
Mark Watkin – Managing Director
Murray White – Executive Creative Director Amy Hollier – Creative Director
Ryan Purcell – Art Director
Nicole Gillard – Group Account Director Katy Morgan – Account Director
Deanne Pascoe – Senior Account Manager Jamie Mackay – Head of Strategic Planning Susannah Stoney – Planning Director
Production
Sonia Mclaverty, BWM Senior Onscreen Producer PRODUCTION CO: Revolver Films
DIRECTOR: Alex Smith
EXECUTIVE PRODUCER: Michael Ritchie PRODUCER: Caroline Barry
DOP: Russell Boyd
PRODUCTION DESIGNER: Helen Fitzgerald EDITOR: Daniel Lee for The Editors
POST: Fin Design + Effects
Music
Song Title: The Clapping Song Name of Artist: Shirley Ellis
19 Comments
A song doth not a campaign make.
I agree with the ten time grammy award winning artiste.
I like it, a feel good ad.
Possibly an unpopular opinion, but I actually don’t mind this.
“The latest products at everyday low prices deliver unbeatable value to customers. It’s what sets Kmart apart from other retailers. Developing playful campaigns set to instantly recognisable tracks has become their trademark. This new campaign is a continuation of this distinct approach, and is all about finding new ways to engage with and inspire Australian’s of all ages.”
Guys, it’s a song with people dancing. Nice, but don’t wrap it up in such bollocks.
Well this is a damn site better than any of the stuff out there from DJ, Myer, target etc. hard space as well
Its shit….
It’s fun and promises nothing more than what KMart offers..
crap, crap
This is pretty good – I like it.
Catchy song (to the extent that it gets stuck), engaging images encapsulating the fantasies of the customers. Fairly low-brow but that is perhaps where it should be.
First they used a song about 16 pints of rum, now they use a song about chewing tobacco and choking. Great images for the Kmart brand.
Interestingly, the lyrics have been altered for the ad. The original has “the monkey got choke”‘ the ad goes for the less disturbing “the monkey got woke”. Mustn’t frighten those customers.
I rather like it. God knows there’s little in the world today to smile about and this ad is fun, quite catchy and harmless. A splendid effort.
I want to know where I can get a copy of the song, the version used on the ad is way clearer and I guess “remastered” it. I wish they put up the songs they use in the ad so we can enjoy them (full length of course).
You sure it is shirley Ellis ???? sounds more like The Rebelles version
Reworking the original lyrics so not to upset the “do-gooders” how pathetic!
ORIGINAL Three, six nine, the goose drank WINE
The monkey chewed TOBACCO on the streetcar line
KMART. Three six nine the goose drank LIME
The monkey chewed TOMATO on the street car line.
Let’s not this ad be seen as encouraging the kids to take to smoking
and alcohol!
Really, maybe if kids didn’t know the original song they wouldn’t be aware of drugs and alcohol connection derrrr!! As it is a catchy tune!! Only derrrs would make them aware !!
I think it is ridiculous they change the lyrics…. we grew up with the original lyrics – & we’re JUST FINE !!!!!!!!!!