Koala makes sure you try it properly in new brand campaign via Clockwork Films
Koala is back at it with its second creative campaign of the year, continuing its partnership with Clockwork Films and director, Armand de Saint-Salvy.
This time, Koala is introducing a new Brand Mascot “Koko” whose sole mission is to make sure you get really comfortable with their products. The campaign aims to highlight a common-held fallacy: you have to try your mattress and furniture in store before you buy. With the online DTC player insisting that getting to try their products for 120 days and nights risk-free in the comfort of your own home, in every way imaginable, is a proposition that cannot be beat.
The TV commercials are underscored by a second Australian icon – Daryl Braithwaite’s song “As the Days Go By” – and are supported with a fully integrated campaign across OOH, digital video channels, social media and owned platforms.
Says Bradley Firth, VP of brand and creative at Koala: “We are very proud of this campaign, and even prouder of the people and processes behind it. Created and executed by our talented in-house creative and media teams, with the help of Armand our film director and the production team at Clockwork. With the work underpinned by a strategic brand plan that delivers on both our short and long term objectives, with an absolute focus on being different, distinct and effective.”
Says de Saint-Salvy: “Koala’s creative team are incredibly smart at utilising their inhouse model. Strategy and creative were born from the one hive mind, which allowed us freedom to create with a clear goal. Wish I and the fabulous Clockwork team could take full credit for the last campaign performing phenomenally, but it’s really born from their smart, supportive internal structure. Pleasure to work with Koala and Clockwork Films again. I’ll never look at koalas the same way again. Daryl Braithewaite either.”
The expanded Koala range, which includes their iconic Mattress Range, the new Balmain Bed Base, the new Getaway Sofa Range, the new Stunner Sofa Bed, the new Homewares range, and old favourites such as the Cushy Sofa Bed – are all influenced by the Australian landscape (colour palette and materials), to bring ease and comfort into Aussie homes.
Says Miles Thomas, director of brand marketing, Koala Australia: “Buying furniture can be boring and bloody hard work. Our model offers an alternative that’s easy, affordable and fun. At the centre of this model is our unbeatable 120 day risk-free, hassle-free trial.”
All products purchased from Koala automatically come with a 120 night trial period. Within this time, if the product is not just right, Koala will help organise a hassle-free return (which includes free pick-up in Metro areas of Sydney, Melbourne, Brisbane, Adelaide and Perth) and full refund. No catch, no loopholes.
Koala
Chief Commercial Officer: Rory Costello
VP Global Brand Strategy & Creative: Bradley Firth
Director Brand Marketing: Miles Thomas
Associate Creative Director: Matt Koo
Art Director: Bronwyn Davis
Senior Designer: Natalie Shue
Videographer & Photographer: Drew Dunbar
Integrated Producer: Nikki Jones
Director Organic Marketing: Paulie Savant
Marketing Manager: Ashley Skalsky
Senior Media Manager: Michaella Naicker
Content Marketing Manager: Alex Irving
Performance Marketing Manager: Jules McKie
Film Production
Production House: Clockwork Films
Director: Armand de Saint-Salvy
Executive Producer: Heath George
Senior Producer: Alan Robinson
Production Manager: Isabel Stanfield
DOP: Alex Serafini
Art Director: Jan Edwards
Stylist: Suzanne King
13 Comments
classic case of music working directly against the entire spot, woeful. client who listens to triple m from the retirement home.
You would assume the 120 trial period is in place to placate people’s potential concerns about the the product quality, alas Koko seems to embody the cheap and cheerful world of retail that Koala surely wants to distance itself from.
Actually, I think I remember seeing Koko standing on the side of the road, spinning a ‘sale’ sign.
but still Daryl. Good fun, their target market should lap these up.
It’s weird, but kids these days love the music their grandparents listened to. Dragon, Sherbet and Darryl. Saw a 20 year old in a Split Enz t-shirt the other day. Who’da thunk it?
How has no one mentioned Panda Cheese yet? https://www.youtube.com/watch?v=zSxaKz2dluw
I really struggle to understand what the Koala brand wants to be. It started as a disruptive clever offering in an old boring mattress world. Now it too seems old and bland. It shouldn’t. This ad doesn’t help. It dates them. It’s not clever.
I’ve seen a few agencies work on this brand over the years. Normally a result of a marketing team not knowing what they want. I feel the brand deserves better. It should be more confidant. Go back to what made Koala liked.
very panda but i do like creepy mascots
The idea isn’t new by any means. Execution isn’t totally awful but the track really screws with the timing of the spot. Actually it’s a 4/10.
I like a little soft rock. Reckon a few others will too.
This is so badly done.
Koala had such irreverent personality. Perhaps it went on a milk run.
Another Koala ad.
Another agency.
There is value in a proper relationship with one agency that this client doesn’t believe in, to their detriment.
Agree with you 100%.
They really needed a great creative platform to sit on for years. Instead, they look like a different brand in every campaign.