DFO celebrates ‘Those in the Know’ in newly launched brand refresh and campaign via TABOO

In response to the growing demand for face-to-face discounted retail, DFO, Vicinity Centres’ premium outlet shopping centres, has launched a new brand platform ‘Those In The Know, DFO’ in collaboration with TABOO.

The creative campaign seeks to future-proof DFO’s position as the ultimate destination for affordable premium and fashionable retail experiences and inject energy into the brand.

The campaign is based on the idea that outlet shopping is a talent and a skill, and DFO celebrates those ‘know-mads’ who get it. Central to the campaign is the notion of ‘Paying full price. NEVER, Shopping around. CLEVER’, giving credit to those that ‘DFO’ (it’s now a verb, not a noun). The idea is brought to life through film, OOH, radio, digital and in-store platforms, with a series of experiential activations set to roll out throughout the year.

More than ever, shoppers are seeking out smarter ways to shop luxury and premium goods at heavily discounted rates.

Says Martine Criswick, head of brand, marketing and experience – DFO, Vicinity Centres: “With strong footfall rates across our DFO portfolio, this evolution of the DFO brand direction elevates the retail in-centre experience for the next generation of shopper. We are excited to provide a playful haven of experience that makes customer’s dollar go further in a challenging economic climate, while giving quality premium products and excess stock a second chance of sale.”

National and international tenant demand is strong across DFO retail centres, with strong growth in premium brands including the recent additions of international luxury retailers at DFO Homebush such as Jimmy Choo and Versace joining the likes of Burberry, Ferragamo and Max Mara. This demonstrates DFO’s proposition of offering premium Australian and international brands at up to 70% off the retail prices has never been stronger.

Vicinity engaged TABOO following a competitive pitch in 2023 and have been working together to develop the new brand direction, focusing on emotional connection, and making people feel proud to be a DFO shopper.

Says Kate Prowse, general manager, TABOO: “Going to a DFO is a conscious act – you don’t just stumble across one. So, we wanted to turn this act into a verb that represented the talent of being a smart, savvy shopper. “To DFO” is a skill, an act of seeing through inflated prices, having an eye for value, and enjoying the thrill of a great find. Through this strong platform we’ll spotlight and celebrate those who DFO and invite everyone in fun and playful ways.”

Says Dane Falkström, design director, TABOO: “The opportunity to evolve the DFO brand has been hugely exciting for us. DFO is synonymous with low prices, but there’s a big job in going beyond that to create emotional value and making people feel proud to be a DFO shopper. We believe the “Those in the Know” platform is the perfect way to reward savvy shoppers and create a sense of community, both of which are important right now.”

The campaign has launched Australia-wide across DFO and Vicinity channels including On Demand, Facebook and Instagram, along with nation-wide OOH placements and radio. Expect an immersive shopping environment at DFO locations with digital billboards, window decals, posters, and more.

Client: Vicinity Group
Regional Manager, DFO National Portfolio: Michael Quinn
Head of Brand, Marketing and Experience VIC/TAS/DFO: Martine Criswick
DFO Brand Experience Manager: Danielle Sita

Creative Agency: TABOO
Managing Director: James Mackinnon
General Manager: Kate Prowse
Strategy Director: Tatum Ambler
Creative Director: Ben Keenan
Design Director: Dane Falkström
Designer: Trent Bucknell
Agency Producer: Hannah Cleary
Account Director: Jenny Thompson
Account Manager: Emma Golding

Production Company: Entropico
Executive Producer: Kyle Blanshard
Director: Anita Lee
Producer: Gus Kennelly
DOP: Alex Leeway
Production Designer: Imogen Walsh
Casting: Daniel Berini
Wardrobe Stylist: Carlos Mangubat
Hair & Makeup: Phoebe Golding
Photographer: Jesper Hede
Editor: Jodie Williams
VFX: Bartek Reszelski
Music Composition: Rowan Dix
Colourist: Alina Bermingham