Catch.com.au celebrates the joy of shopping in latest ‘Because.’ campaign via Sunday Gravy
With ambitious growth targets front of mind, and a category filled with rational messaging, Catch.com.au launches its first campaign with creative agency Sunday Gravy. The new creative platform – Because – was created to spotlight the joy of online shopping, minus the guilt and overthinking.
‘Because’ acts as a permission-giving statement in every piece of communications, across the brand experience. Because it’s on sale. Because it’s free delivery. Because it’s an inflatable swan. Because Crocs. Because.
The campaign launches nationally with TV, outdoor, social and digital.
Says Peita Golden, Marketing Director for Catch.com.au: “A great brand is built through persistent and enduring platforms – and together with the team at Sunday Gravy, we believe we’ve created something truly distinctive around the innate joy of shopping on Catch.com.au. We can’t wait to continue evolving this platform into the future.”
The films themselves, shot by the Glue Society and produced by the team at Revolver, feature a whole swagger of unpredictable and unexpected ‘because’ moments. A simple formula sees each spot open the same way, as the customer’s journey does, with the typing in of CATCH.COM.AU. From there, a weird and wonderful ‘because’ scene unfolds, with the products always taking centre stage, punctuated with ‘because’. From the excitement of shopping to the anticipation of your purchase, to the thrill of finding a doorstop delivery, each film celebrates another aspect of the Catch.com.au experience. Because if you can capture the thrill of online shopping, in a truly distinct and ownable way; everyone will want to join in on the fun.
Being Australian-owned, it was crucial that the campaign was distinctly Aussie. From the locations, to the community to the talent (featuring the River City Voices community choir) the national ‘because Catch.com.au’ campaign is distinctly designed for the Australian market.
Says Emily Pietrocola of Sunday Gravy: “The work itself is testament to the incredible relationship we have built with the Catch.com.au team, and the trust we have all placed in each other in the development of a consistent, emotive brand platform. It is something we are universally proud of creating and we hope consumers get as much enjoyment out of this brand work as we have in creating it.”
The campaign is supported by a large out of home buy, allowing the humour in the concept to shine through culturally contextual messages and insightful quips. From selling a tape measure near the Montague St Bridge (renowned for trucks crumpling under the low clearance) to selling air fryers, because your mum shops on Catch.com.au.
Agency: Sunday Gravy
Director: The Glue Society
Production: Revolver
Post Production: The Glue Society Studios
Media: Hearts & Science
Client: Catch.com.au
Peita Golden – Marketing Director
Ashley Wolff – Head of Advertising
Carla Mazzeo – Marketing Campaign Specialist
55 Comments
I liked the old stuff better.. Camilla Pasta-Bowls!
Like the AJF work… No where near as catchy (pardon the pun) or distinctive.
GALORE. Like the typing intro. Smart.
These are insanely likeable. Nice.
Nice craft, but it’s advertising made for advertising people who sit on award juries.
More like ‘why’.
my ad guy brain likes the strangeness in these.
but i reckon the AJF stuff would work harder.
be interesting to see the results.
Love these. A simple idea. Beautifully shot and directed. Well done to all involved!
And i like weird
That OOH looks like it was done in Powerpoint
So much jealousy in the air ^^ Very unlike Campaignbrief.
something worth watching and different.
You had a brilliant, enduring brand platform that could have run and run, and actually motivated people to visit catch.
And now this… complete emperor’s new clothes job on the marketing department.
Good spots
Bad ooh
But the pun based work was so great that you should probably just go back to doing that in the future.
Kims-car-dash-cam, Justins-timber-rake….
Best work to come out of Aussie since the rabbits took over China.
Imagine making an ad that with Crocs footwear just to send customers to a messy search engine that displays results around kids toys and kids footwear.
Then when you finally find the white ones from the ad, they are $10 more than any other reputable online store.
I’m not sure about pushing the customer experience angle here. Struggling to see how this captures the thrill of online shopping. More the mess that catch has become
Love them! Well done Glue and team.
A great brand is built through persistent and enduring platforms
This is true – but I guarantee this will not be around in 18 months for the simple reason is that it wont work. It’s terribly branded, and ‘because doesn’t actually mean anything. EVERYTHING (and therefore nothing) can be because. (as an aside you had an excellent platform that could have been enduring had you chosen not to change it).
I love these ads – they are wonderful – but they wont sell anything. It’s destined to become a case study in self-indulgence (Glue has a lot of this).
Have to agree. The last brand platform was simply brilliant. This? Everyone watching it the other night just wondered what was going on.
Checkout Catch was the golden equity in the last campaign.
If your advertising doesn’t ask people to do something, they won’t.
This asks nothing.
It’s egoistic and brandless.
All gravy. No meat
@strange choice
genuine question – what was the last brand platform? Reading these comments was the first time I realised that Kim’s Kar Dash Cam was from Catch!?
Even after reading the long-winded rationale this work makes no sense.
I’m old enough to remember the coy 1960’s campaign slogan for Modess women’s sanitary products; ‘Modess. Because…’
That made more sense.
I can’t believe there’s people here advocating for puns. PUNS!? This work is super fun, albeit a tad reminiscent of that great 42 Below Vodka campaign, “Because We Can” with the beach chairs and inflatable dolls.
I like puns. That’s not a comment on if this work is good or not. Just a defence of puns.
Works for me….Good to see something different for a change.
Wonder if any of the comments about the mindblowingly amazing previous brand platform come from people who create said mindblowingly amazing (so amazing I have no recollection of what it was) previous brand platform.
Hmmmm?
New CMO, new work.
For the people saying the last campaign was so good, what evidence do you have to suggest this? Unaided awareness? Comparative performance to category? Profitable growth? Market share? Performance on key purchase drivers? Is it your own opinion or are there results showing the last campaign worked its arse off? Genuinely curious.
took me a bit to figure that out. Amazing. Not sure what the others on here are on about… this is a beautiful campaign. nice work to all.
The long ads are boring.
https://www.mi-3.com.au/11-03-2021/power-brand-catchs-first-tv-foray-pays-95-return-rate-cmo-ryan-gracie-still-backs
Ballsy clients, ballsy agency work.
Into this- I hope it works for all of our sakes. Need more of this style of work in Aus. So many bitter creatives on this page, sheeeeesh.
Nice work all involved – beautifully executed.
Like these a lot.
A life raft of craft and taste.
In a sea of hammy, gaggy, over explainy, shit Aussie advertising.
I’m happy being bad
Very well said. Nailed it.
Wow guys, thanks for the hustle. Great stuff. Great stuff. After a solid and rapid 35 comments, we were able to land on the following feedback;
These films are exquisitely shot, wonderfully weird and very entertaining (for the most part), but there is doubt as to whether these will have much affect, especially given the fact that there was no mention of a CTA on the executions. In hindsight, this was a major blunder and someone should have picked it up. It was also noted that the decision to move away from the previous campaign idea is very, very regrettable. Turns out people really like puns – Camilla Pasta-Bowls! On a lighter note, nobody mentioned that fact that these films were a gratuitous 75 seconds long. Snuck that one past the goalie! All-in-all, a pretty great response from, let’s face it, a bunch of bitter knob heads. Onwards and upwards!
And I agree with the over explain-y Australian ads, it’s refreshing to see something weird and creative. Love it.
it’s rubbish.
Love these. They feel really modern and different. Funny too.
this is great i must admit
No-one knows whether these ads will “work.” Unless you work for the company, no-one really knows whether the last ads “worked”, either. At the very least, this campaign is seeking to do advertising that is novel and fresh and which, in doing so, offers up the potential of outperforming the staid alternative that is the mainstay of Aussie advertising. Well done. Let’s hope that other real brands with real budgets are inspired to push harder and into unknown territory, too.
It beggars belief that there are people in our industry that wouldn’t believe these ads would be effective at what is surely a brand/awareness job of a RETAIL WEBSITE. Isn’t a URL a CTA in and of itself? I see an opening URL and a closing one – interested to see what their shorter edits look like.
Some people think an ad would only be effective if it said ‘Checkout Catch.com.au’ You don’t think people would make the subtle leap to typing in a URL?
The old work was so clever and campaign able. This is expensive wallpaper.
Awesome campaign. The team should be super proud, all across the board from creative, strategy, client management and just all of the hard work put in. well worth it ❤️❤️❤️
Love these! Great idea, beautifully executed. Looking forward to seeing how the platform and creative evolve moving forward.
Why did you do these ads? Just because. I dunno, you all, I think the previous campaign made a point that there was a whole lot of range at catch. This is more kinda get the thing everyone else is getting. Nothing about value, nothing about speed, nothing about range, nothing about anything at all. But maybe they’re weird enough to get a few more people to actually visit catch. I certainly never have – not since getting Amazon Prime.
There’s a lot of absolute dog shit out there. Most of our output as an industry is dog shit (yes, OUR – even those of us who believe we’re rock stars produce lukewarm pap 90% of the time, let’s just be honest with ourselves). Merely being watchable, merely delivering a little smile, merely leaving you hanging til the end because they’re weird enough to hold your attention, puts these ads in the top 5%. And you can argue all you like, but for a bazillion dollar global industry, with literally thousands of bozos like us working long hours to prove ourselves over and over and over, we collectively still only produce a teeny tiny handful of work every year that makes us all say ‘Gawd, I wish I’d done that’. Even Cannes, the high water mark of global creativity, is about 90% dog shit. Let’s be fucking honest.
This comment thread is so obviously members from new Catch putting themselves on a pedestal against old Catch employees… and I’m here for it
But seriously… what are they selling aside from their own ego?
Saw the Crocs ad, actually love it and it inspired me to be part of a cult. I searched ‘Crocs white’ and find a 79.99 dollar pair of bistro whites (the closest I could find to the ad). So I thought THEY MUST BE SELLING CROCS AS LOSS LEADERS?!? Googled crocs white and who has it for 32.24? None other than the homie himself Jeff Benzos.
Imagine doing an ad campaign and featuring a product/brand which is cheaper on another retailer (and not by a small margin) – which you can also get next day delivery from…
https://gluesociety.com/work/ansiosos-y-un-capuchon-1882/
Just because people critique it doesn’t mean they are bitter. The fact that most advertising in this country is either self serving or sh*t is a massive problem and something that needs to be worked on.
Making seemingly useless (results will tell) advertising such as this doesn’t help anyone, it makes clients less excited to explore interesting work. We need to be making well crafted work that has an opinion and creates behavior change. This does neither, so on the surface isn’t anything but a well crafted, shallow, short film funded by a brand.
Coming from someone inside Catch, this thing is a mess from top to bottom.
I agree, it’s a mess, and impressively forgettable. Both campaigns have kind of upstaged the brand.
If you’re going to sell the innate joy of online shopping and that’s all, surely you realise you are promoting all online retailers. What is the unique proposition for Catch?
A full year later let’s review:
Mass exodus from Catch, valuable staff leaving, numerous batches of forced redundancies and an overall failure to get water out of the sinking ship.
The moral of the story? Don’t trust “Foxtel” staff with a digital brand. They had a monopoly on Australian television and still fell years behind streaming platforms.
I can’t even remember the last time I saw a Catch ad. Seems like Wesfarmers execs have favoured the purple OnePass penguin over the moneypit that this was.
Campaign Grade: D-