MyDeal gives Aussies a reason to shimmy in new brand campaign via 72andSunny, Sydney

October 25 2021, 12:22 pm | BY Ricki Green | 32 Comments

Leading Australian online marketplace, MyDeal, has today announced its biggest ever brand campaign with the new tagline, ‘MyDeal it!’. The campaign is set to a unique version of the iconic Devo track ‘Whip it’, and was created in collaboration with creative agency 72andSunny to give Australians the ‘MyDeal feel’.

 

The integrated brand campaign launched on Sunday, October 24th, just two months after MyDeal revealed its bold new brand identity. Tapping into MyDeal’s mission to promote a positive ecommerce experience, the ‘MyDeal it!’ campaign emanates the emotion of the ‘MyDeal feel’,  the feeling of happiness and joy when finding a great product and brand at a great price.

Says Ryan Gracie, chief marketing officer, MyDeal: “Everyday thousands of shoppers need it, want it, MyDeal it; that’s what makes MyDeal one of Australia’s leading online marketplaces. With over six million home and lifestyle products and close to one million active customers, MyDeal delivers a great shopping experience and that’s what we wanted to capture in this campaign – it’s that ‘MyDeal feel’.

“72 and Sunny only won the account on 3rd September, so building the campaign became a race against time. Final production finished up on Friday 22nd October and the TV ad first aired on prime-time television on Sunday evening. We can’t thank the 72 and Sunny team enough for the creativity and hard work that went into making something great.”

Featuring Aussies doing the MyDeal Shimmy to a unique version of the iconic Devo track ‘Whip it’, the TVC will be complemented by a cross-channel campaign with ads rolling out across radio, out of home, BVOD, YouTube and social channels.

Commenting on the choice of soundtrack, Gracie says: “We aren’t the first and won’t be the last to recognise how perfect Devo’s track ‘Whip It’ is. The energy and the emotion this song conjures up fits perfectly with what we want our customers to feel. We want to put a smile on the faces of Australian shoppers, not just by offering a great product at a great price, but throughout the entire shopping journey. We want them to give a little shimmy, move their shoulders, crack a grin and feel good about shopping with MyDeal.”

Client: MyDeal
Chief Marketing Officer: Ryan Gracie
Head of Brand & Loyalty: John Barkle
Creative: 72andSunny Australia
Production: Rolla Films
Sound/music design: Otis Studios
Media: Ryval
Campaign Management Consultants: Trinity P3

MyDeal gives Aussies a reason to shimmy in new brand campaign via 72andSunny, Sydney

With both New South Wales and Victoria in lockdown, the entire creative process from pitch to production was completed via video conferencing with the Melbourne based MyDeal team working alongside 72andSunny’s Sydney based creative team remotely.

Says Luke Martin, executive creative director, 72andSunny: “Online shopping plays a special role in people’s lives, even more over the last couple of years. It’s an incredibly emotional experience that literally fills us with joy – releasing dopamine when we find something we like, especially at a great price. We wanted to bring that feeling to life.”