Online department store Deals Direct launches integrated marketing campaign via IdeaWorks

Deals Direct has launched a new integrated marketing campaign repositioning the e-commerce pioneer as “Australia’s #1 Online Department Store”. The campaign, created in partnership with retail specialist agency IdeaWorks, includes every touchpoint from television and digital executions to the wrapping paper on products shipped from the warehouse. On TV, a series of animated spots showcase the range of brands available across 21 departments at Deals Direct and a selection from over 15,000 products online.

WATCH THE SPOT

Deals Direct chief marketing officer David Fernandez said the campaign is as much about awareness and education as it is about retailing a value offer.

Says Fernandez: “Our research showed that there was a lot of confusion about exactly what Deals Direct stood for, particularly with the proliferation of ‘daily deals’ sites. Once we reframed Deals Direct as an Online Department Store to customers, it resonated strongly.”

From both strategic and creative perspectives, it was all about “seizing white space”, according to IdeaWorks CEO Jon Bird.

Says Bird: “Online retailing is an increasingly crowded territory, and the department store metaphor generates an image instantly in customers’ minds. It’s using an old retail framework to build a new retail offer, if you like. And by bringing the proposition to life via a simple, clean animated style, the brand’s personality will cut through.”

Brand: Deals Direct

Production House: Pixel Kitchen, Melbourne