Image Credit : Carmen Zammit - photographer
Project Overview
Every new year brings hope for renewal and better times ahead, the 2021 campaign from Kmart leans on emotive storytelling and embraces the reality that Christmas looks different in every Australian home. ‘All kinds of Christmas’ aimed to praise the diversity of celebrations around the country and bring joy to the festive period. Aligned with their values, this campaign shows that low prices and on-trend products can enable the kind of Christmas you want, whatever it may be. Dashing worked with Kmart to develop and design the concept to celebrate All Kinds of Christmas.
Project Commissioner
Project Creator
Team
David Doyle - Creative Director
Andy Kyprianou-Brown - Creative Studio Manager
Natalie Sutulovic - Melbourne Lead Creative
Steve Kemp - Commercial Director Asia Pacific
Daniel Hunt - Head of Melbourne
Project Brief
Dashing pitched to bring the campaign to life across Kmart’s large network of stores, including flagships, tier one, tier two, and K hub stores. The execution had to be aligned with the DDB Melbourne commercial, creating a deep connection with customers, and celebrating the community bond.
We worked with Kmart’s creative and marketing teams to develop and design the concept to celebrate ‘All kinds of Christmas’. The iconic gift tag was the campaign hero, with illuminated led neon, imagery tags, PMS specific with gold trim tag clusters, and campaign messaging. The gift tags not only served as a storytelling feature, but also helped with categorisation of the different ‘types’ of Christmas shopper: snazzy, chilled, traditional.
We produced all collateral for the rollout with flagship stores receiving external tag and ribbon applications, the illuminated 3D present tree, neon tags, gift boxes, and cube shrouds. A mid-way moment was installed in-store with hanging presents and tags from the ceiling, connecting the story throughout the entire customer journey as it creating theatre and drama in the aisles when combined with the in-store present boxes and POS activations. We completed the installation at 32 flagship stores over 11 days across Australia and New Zealand, as well as national rollout for all tier 2 and K-hub stores.
Project Innovation/Need
The window display and store activations were designed with the objective to connect with Kmart’s customers and celebrate the diversity of Christmas celebrations around Australasia.
The choice of an unusual campaign hero, the iconic gift tag brought an innovative concept to life, combining elements of gifting to compose a vibrant display, including packages, cards, and ribbons. It doesn’t matter which type of Christmas you prefer, there is always gifting involved.
All of the elements were produced sustainably using eco-friendly recyclable materials. They were made from cardboard for easy recycling, with the exception of the LED neon tags and ribbon which were stripped down at the end of the campaign and sent for reuse at our neon partner locally. In addition, the illuminated Kmart tree was designed so it could be assembled in clusters. All installations had to be completed within a 4-hour per store window before trade commenced.
Design Challenge
Throughout the year and all the lockdowns across the country, we had to manage offshore orders and make sure the delivery logistics worked to have the activations installed in all stores. There were a number of challenges due to import delays and limited workforce. Despite this, we rolled out to 300 stores over 1 week and installed at 32 flagship locations in 11 days across AU & NZ. Installation was multi communicated across different centres and landlords with each store having a unique ceiling height and window orientations.
Our design team had to understand the market and tailor the concept for their large network of stores, adapting for all its different sizes and shapes. In addition to that, we were challenged to use eco-friendly materials, having the bulk of the print production done in cardboard for easy recycling.
Effectiveness
The campaign was successfully installed across Australia and New Zealand injecting the fun and energy of Christmas and connecting with customers of all kinds.
The activation was aligned with the brand’s guidelines and colours, adapted to Kmart’s large network of stores and all its different windows and layouts.
We received fantastic client feedback – “the campaign and execution exceeded all our expectations”. We also had fantastic responses from customers, who were actively enquiring about how they can acquire the display tags and props. We saw increased footfall and were able to deliver this execution further down the chain to lower tiers & K-Hub stores.
Advertising - Print
This award celebrates creative and innovative design for visual communication intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, audience engagement and message delivery.
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