Myer, the Australian department store chain, has launched “Find Wonderful”, an integrated advertising campaign focusing on the desires and aspirations of its customer base. At the campaign is a commercial distributed on television, cinema, online and in-store media, starring Adelaide actress Tilda Cobham-Hervey. Tilda interacts with an animated world as she interacts with Myer brands Maticevski, Alex Perry, Kate Sylvester, Giambattista Valli and Ellery. Read on for the video, the behind-the-scenes film, information on the associated interactive campaign, and insights from Myer executive staff.
The Myer Find Wonderful campaign includes online social media on the Myer Facebook page, Instagram page, Twitter page, encouraging the sharing of “Wonderful” imagery with a contest to be flown to the Myer Autumn Winter 2015 Fashion Launch in the flagship store in Melbourne.
Myer CEO Bernie Brookes explains the thinking behind the campaign.
“In the fast changing retail landscape we wanted to know how and where we fit into the expectations and desires of today’s retail consumers. We now better understand who our shoppers are and what they are looking for when shopping at Myer. Consumer expectations and behaviour have changed. We’ve been progressively making changes and improvements to our business and we think our offer today is as strong and relevant as it has ever been. To reflect that, we asked Clemenger to help us tell the Myer story in a contemporary way, while drawing on our 100 year heritage as Australia’s leading department store. The Find Wonderful tagline is a way of showing our customers we understand what they are looking for, and sharing our love of shopping and the great moment of joy that comes from finding just what you want. This is the inspiration behind our new brand thought – ‘find wonderful’.”
“We have crystallised our vision and our team members have responded very strongly to the themes. Our team is incredibly energised to bring ‘wonderful’ to all our customers,” Brookes said. “The brand re-launch follows the very successful launch of Myer Giftorium in all stores – Myer’s unique Christmas gifting experience – which really sets the scene for ‘finding wonderful’ as we head into our biggest trading period,” he said.
Says Myer Chief Merchandise and Marketing Officer Daniel Bracken: “This is a significant moment for the Myer brand, the first major re-launch for almost ten years, and we have ensured the campaign will have the media impact to do justice to the emotion at the heart of our message. “The campaign is designed to appeal to our growing contemporary customer segment, as well as emotionally engaging with all our existing customers.”
Credits
The Myer Find Wonderful campaign was developed at Clemenger BBDO, Melbourne, at creative chairman James McGrath, creative directors Evan Roberts and Nikki Hillier, creative team Hilary Badger and Stephen de Wolf, interactive designer Roger Box, executive producer Sonia von Bibra, producer Karolina Bozajkovska, account leader Kim Boehm, account manager Natalie Nissen, planner Matt Kingston, working with design specialists Unit 1 Creative.
Filming was shot by director Gaysorn Thavat via Exit Films with director of photography Ginny Loane, producer Declan Cahill and film production designer Rick Kofoed.
Editor was Sam Brunette at Postboy. Post production was done at Blockhead by senior producer Helen Naulls.
