US Sydney launches new look DFO

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party.pngThis week, Colonial First State Global Asset Management (CFSGAM) will launch a multi platform campaign for DFO (Direct Factory Outlets).  The integrated campaign developed by US Sydney and produced by Viscious Digital, will appear across television, print and outdoor, and is being brought to life online via Facebook.

The campaign storyline follows a main character, Zoe Walker, through the ups and downs of life, dressed (of course) in DFO fashion.

“DFO have some of the trendiest brands available so it makes sense for them to look and sound like the youthful, fresh advertising those brands make”, copywriter Archana Murugaser said.

Executive Creative Director Josh Moore added, “We’re very proud of this campaign. It uses Facebook in the way it was meant to be used. It’s engaging, fun and talks to the youth market in a language they speak.”

The new campaign follows CFSGAM acquiring 4 of the DFO outlets late last year and marks a new direction for the centres. George Karabatsos, Head of Retail Operations at CFSGAM stated, “Online Community Research undertaken on the DFO brand in late 2010 by Latitude Insights, identified two barriers to shopping at DFO: Consumers were uncertain about what was in stock and non users didn’t believe they could find a fashionable outfit.  These barriers represented the opportunity to re-position the DFO brand.”

Television ads go to air on Sunday, 26th June in Sydney and Melbourne alongside an integrated campaign, including the Facebook activity.

Credits:

Client: CFSGAM

Agency: US Sydney


Executive Creative Director: Josh Moore


Deputy Creative Director: Chad MacKenzie


Art Director:  Chloe Banicevic

Copywriter:  Archana Murugaser 


Agency Producer: Sacha Moore

Account Director: Vittoria Faro


Production Company: Viscious Digital @ Luscious


Director: A Viscious collaborative.

Executive Producer: Andrew Morris


Producer: Sophie Thiellon, Lawrence Foster


DOP: Alex Dufficy


Editor: David Colin


Music:  Mitzi “All I Heard”


Music Supervision:  Nathan McLay @ Future Classic