BWM creates its first campaign for Kmart with 1000 mums invited to guess prices of products
BWM, Melbourne has created its first campaign since it won the Kmart business that seeks to 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.
Over the last two years, the Wesfarmers-owned Kmart has fundamentally changed its business.
Says Kmart managing director, Guy Russo: “Australians are paying too much for the things they need every day. That’s why at Kmart we’ve dropped our prices for good. 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.”
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.
Says Kmart general manager marketing Dion Workman: “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. 1000 mums is a fantastic communication to all Australians about the new Kmart.”
The new campaign will launch nationally 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.”
Credits:
Agency: BWM Melbourne
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
25 Comments
Nice.
Good job… tough category.
I agree.
ok.
Surely Ted did this?
I’ve worked on the brand. I think this is pretty good. It’s a little contrived but in the end is fresh and friendly and offers a key point of difference.
Gets the message across in a really simple way, I think it will work its ass off.
Good retail
I think the production company says it all
Pretty fresh for the category…like it a lot.
Good retail that has a real insight and great testimonial value. Just don’t like the “ok” mnemonic thing at the end.
I like it.
Contrived but will seem real enough for the punters in punterland.
Did this really require an overseas director? What a waste of $1.2M!!!!!
Are you F’Serious! Lame, contrived, Coles me-too.
This is a bit like Kmart stores and products – bland, middle of the road, cheap, crap. I don’t know why they bother marketing anything, most of their existing customers haven’t got the get up and go to go anywhere else. Spend a few moments in there on any weekend and you’ll see some sights. If they’d said: “we’ve started to sell clothes you’d be proud to be seen dead in” or “a kitchen product you’ll still enjoy next year” that would have been a story. I agree with 8:39.
11:05, your description of K-Mart pretty much sums up BMF Melbourne.
Oops, sorry, I meant BWM Melbourne not BMF. Although, once can be forgiven for making the mistake since they produce the same level of work.
Where do you work 9:25 AM?
Seems to be a lot of people on this list of credits who were nowhere to be seen and too afraid of the client to comment when the S#!¥ was hitting the fan????
I work at CHE, my dear 11:24 PM.
I am a mum who was there for one of the days this commercial was being filmed, I had a great time. Alll the crew and KMart staff were terrific. So for alll those people who are making nasty comments, This commercial is aimed at the mum market and being a mum and grand mum, believe me they got it right.
Thanks to those involved.
Really? Advertisers really think this campaign is taken as gospel by the general public? I think everyone just assumes its staged. Cheesy as hell, too.
Does anyone know who is the gorgeous blonde that is seen right at the start of the ad, turning the key to open the door? She’s stunning!
I am getting so sick and tired of seeing this series of sexist adverts. They irritates the hell out of me. I have been to Kmart ONCE since seeing these adverts because I needed to check out a mobile phone. WOMEN ONLY stores… you got to be kidding!