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
Post Production: The Glue Society Studios
Media: Hearts & Science
Peita Golden – Marketing Director
Ashley Wolff – Head of Advertising
Carla Mazzeo – Marketing Campaign Specialist