THE ICONIC launches second phase of ‘Got You Looking’ campaign via Dentsu Creative
Australia and New Zealand fashion and lifestyle platform THE ICONIC has launched the second phase of its ‘Got You Lookingʼ masterbrand campaign via Dentsu Creative.
Following the highly successful introduction of the new masterbrand reset in March 2024, this new phase will look to further build upon the momentum of the refreshed visual identity, deliberately crafted to draw attention and make customers take a second look – just like THE ICONIC itself.
Created in partnership with Dentsu Creative and Love Media, the second phase of ‘Got You Lookingʼ is THE ICONICʼs latest masterbrand approach that lives at the heart of the online retailer, threading together everything across the platformʼs ecosystem, including paid media, cx, e-comm and app touchpoints.
Phase one of ‘Got You Lookingʼ drove significant growth for THE ICONIC, including boosting purchase intent by 10%, increasing onsite traffic by 14% and generating a 10% surge in app downloads year-on-year, whilst also driving brand awareness and preference by 4% and 8% respectively. The next phase follows the stop-and-look creative, showcasing the platform’s spring offering across fashion, beauty, home, wellness and sport. It aims to reinforce why customers love shopping at THE ICONIC, continuing to re-energise the brandʼs presence in the market.
Says Joanna Robinson, chief marketing officer at THE ICONIC: “Phase two of our ‘Got You Lookingʼ campaign takes the bold creativity of phase one and builds upon it. Weʼve always been about pushing boundaries and creating a better way for people to shop, and this next phase continues that journey. Drawing on our legacy of setting new benchmarks and creating unforgettable experiences, our latest creative is designed to capture attention and remind our customers why they continue to shop with THE ICONIC.ˮ
For this latest phase of the campaign, a refined media strategy was implemented based on insights from the initial campaign effectiveness study. This phase will focus on enhancing digital media performance through Amplified Intelligence’s Attention Prove, ensuring maximum impact and engagement. Lead channels for this phase are video and high impact digital OOH, supported by high impact digital display and contextual OOH. In the final weeks of the campaign, radio will feature a promotion offering listeners a chance to win free tickets to THE ICONICʼs Sounds of Summer Event which continues within the ‘Got You Lookingʼ lens.
THE ICONIC
Chief Executive Officer: Jere Calmes
Chief Marketing Officer: Joanna Robinson
Head of Brand, Media and Comms: Georgia Thomas
Brand Manager: Rachael Cameron
Director Creative Marketing and Ecommerce Production: Julie Song
Head of Style: Nicole Adolphe
Creative Production Graphic & Copy Manager: Rachel Pink
Dentsu Creative
Chief Executive Officer: Kirsty Muddle
Chief Strategy Officer: David Halter
Strategy Director: Nat Kuznetsova
Chief Creative Officer: Ben Coulson
Creative Directors: Zac Pritchard, V. Wassim Kanaan
Designer: Mike Papa
Senior Motion Designer: Ross Goddard
Group Account Director: Nicky Webster
Senior Account Manager: Ruby Tonkin
Senior Producer: Warrick Nicholson
Production:
Producer: Natasha Foster
Photographer: Cole Bennetts
Media: Love Media
Managing Director: Rob Wall
Head of Media: Meredith Graham
Client Director: Ash Toeke
21 Comments
as if people pay for this.
cheap as chips
During the phase 1 of this campaign I caught one of the long thin billboards across the freeway. It was the one with the pizza topped with jewellery, but because the ad buy was so thin and the pizza so small you couldn’t tell what was on it and it just looked like a pizza.
I actually think there is no one at DC left who knows how to build a brand or sell stuff. This work won’t touch the sides it’s not The Iconic.
Dropped the budget for phase 2 huh?
Is never as good as Phase 1
They should really just remove “Creative” from the agency’s name and be done with it. It would be more honest.
I will never understand what possesses people to PR stuff like this. Surely they know how truly awful it is? There is at least one name on that list of credits who knows the difference between good work, and this …
Man….
Lazy. Pathetic execution.
This already feels dated. Terrible art direction, design and typography. Wrong agency for the job.
What’s going on with the networks right now? Saatchi’s, DDB, BBDO—barely putting anything out. TBWA’s pumping out work, but honestly, it’s been so underwhelming and rubbish. And then DC comes in with this? Like, really? Meanwhile, Ogilvy and VML seem to be the only ones keeping it together. No surprise everyone’s saying the indies are where the creativity’s at these days. They’re the ones getting the talent, and it shows.
Wow that’s so terrible. Hire some production crew next time
Don’t speak ill of uni projects like that.
Sorry, this looks seriously amateur
Don’t let there be a phase 3
Great job Ben C!
Got you looking ha ha
AWFUL
I’m shocked that agency and client were happy to put their names to such work. How can you ‘credit’ anyone for producing such nonsense.
It’s hard to fathom how THE ICONIC managed to throw good money after bad with this “Got You Looking” campaign. Frankly, it feels like a masterclass in creative incompetence. To suggest this campaign builds upon any sort of bold creativity is laughable — unless by “bold” they mean boldly boring and woefully uninspired. THE ICONIC should seriously reconsider who they’re paying for this disaster of a campaign because it’s hard to imagine worse work coming out of any agency, let alone the supposed ‘creatives’ behind this. If setting new benchmarks means setting them at rock-bottom, then yes, mission accomplished. Wasting money on this trash is, without a doubt, a contender for the worst decision in the southern hemisphere’s advertising history.