BWM unveils first work for Kmart
BWM has unleashed its first work for Kmart since the Melbourne office won the business in June. The ad centres on a stunt where a thousand mothers were invited to a store in Melbourne to guess the new low prices of Kmart’s stock.
This ad is to be supported with a series of other 30-second spots that show ‘just how good it feels to get something great, for so little.’
Kmart MD Guy Russo commented: “We have reduced the number of items, we have restructured our sourcing strategy, and we have stringent quality controls. This has allowed us to dramatically reduce prices and say goodbye to the yoyo sales campaigns that dominate the Australian marketplace.”
“This campaign has been a real challenge for the agency but one we’ve relished as we believe it will change the face of shopping as people reconsider what Kmart has to offer. It creates the true point of difference for Kmart, captured in a really compelling way,” a BWM spokesman explained.
Winning Kmart has meant that BWM did not have to let go more than eight staff following the loss of Telstra, its biggest client, in May.
The 30-second version of the spot:
Credits:
Executive Creative Director: Rob Belgiovane
Creative Directors: Rocky Ranallo and Shaun Branagan
Creative Group Heads: Amy Hollier & Gus Johnston
Director: Henry Mason
Producer: Abby Hunt
Managing Director: Hugh Nairn
Group Account Director: Nicole Miranda
Kmart General Manager Marketing: Dion Workman
Kmart National Marketing Manager: Michelle O’Farrell
Kmart Integrated Marketing Manager: Anna White
Local Production: Exit Films
Production Company: Stink TV
Offline: The Butchery
Online: Tide
Music: Eclectic
K Mart are slowly morphing into the Reject Shop.
They better be careful as Big Ws ‘Live Big for Less” slogan is about quality for less.
K Marts new look appears to be about a race to the bottom. “Lowest Prices and Lowest Quality. Guaranteed”
User ID not verified.
A microwave for $45? Nuke your dinner and your family.
User ID not verified.
Everyone gets paid and life goes on.
User ID not verified.
Guessing nickatnights isn’t a mum, because I am one, and I’m a huge fan of KMart.
Their stuff is as good as anything in any other store, and their prices are reasonable, often with really good prices on the basics. Target has a better selection for kids’ shoes & clothes, but again, charge a fair bit more.
KMart’s service is getting better but they have more work to do training staff on customer service. Again, not unique to KMart in Aus. But their self-serve checkouts are great, whereas Target always has a huge queue.
And best of all, they’re actually open when a busy working mum can actually shop, til 10pm if not longer.
User ID not verified.
…and they’re off….Nickatnights is the first hater out of the blocks with a nonsensical snipe….the rest of the field must be following fast behind, itchy fingers hovering over the keyboard, straining at the bit to post a pithy remark that will demonstrate how much cleverer they are than everyone at client and agency combined…by golly, if they were gainfully employed they would really show this Rob Beligiovane guy up…
User ID not verified.
i watched this ad last night. it’s beyond annoying. it’s what i imagine a lesbian mother love fest will look like.
User ID not verified.
I have just had it confirmed that the $45 microwave is a good deal. You don’t even need to put your food inside the microwave. As long as it is placed within 4 metres of the appliance it will be fully cooked.
The optional door is available for only $8.
User ID not verified.
am thinking the guys above wouldn’t shop at kmart unless everyone else went out of business.
I actually really like it. Nicely value focussed, great job on pricing and has a real energy to the execution. This will – in my humble opinion – do a really strong job of reinforcing their value based proposition whilst adding some nice warmth to the brand.
Nice one
User ID not verified.
leAve Me alone sVen,
i GOt My coPUter fRom k mArt for oNLY $3
AnD a KeroSENE laMp foR thE kiDS bedRooM foR ONLy $8
User ID not verified.
I really like this ad, shows that prices are low without the ad and the product looking cheap. Has a really nice feel to it.
And after my microwave died, I actually bough that $45 Kmart one.. works better than my last one which I paid more than twice the amount for 🙂
User ID not verified.
So you don’t really hate the ad; you hate KMart. Good; saves more room in the aisles for all the shopping mums!
User ID not verified.
kmart used to have great stuff for cheap. Now its just cheap stuff thats crap.
User ID not verified.
I like the ads and while Im not the target market I can imagine it does well.
I had only seen the 30 second spot but thought it made K Mart look much more interesting than the Reject Shop. I hope when I go to Kmart they let me ride around or jump on the tramp while my wife looks for cheap undies and socks.
Nice simple and no giant finger or jingle in sight.
User ID not verified.
I shop at K Mart Bondi Junction and it is great value and the quality is pretty good. There is no comparison to the reject shop. Service has dramatically improved as well. 6 months ago you would get a work experience teenager withn no clue,. now the staffr try and help and be pleasant. This ad is a bit daggy but it is insightful. Many times I shop ay KMart and find it hard to beleive how cheap it eg jeans for $10. Doona for $50 etc. Not sure why the ad is “a real challenge for the agency” seems like a perfectly straitforward brief.
User ID not verified.
tim – could we have a look at the IP’s of Gezza, Stacey and MsM – are they the same?
User ID not verified.
Hi Stephen,
One of those people you mention is know to me as a regular commenter, who wouldn’t have a particular allegiance to that campaign.
Cheers,
Tim – Mumbrella
why does everyone have to give the finger the finger? Ashley R? Hate to say this but why are we all employed?
To get results.
As clients the moment we try to create work the industry will “praise” (and judging by this website that would be pretty much impossible for a mainstream brand) we will lose sight of what matters. Unlike 20 years ago every CMO, Marketing Director or GM is more judged by results and is more accountable than at anytime in history.
Those that sit and argue about intangibles are getting closer and closer to retirement age. If an ad doesn’t add something then why do it? The transient praise of a fickle group of self delusional ‘artists’ won’t keep anyone in a job i’m afraid.
The ad will work. Position the brand well and drive sales. And no I don’t work at Kmart or BWM, but I have worked at a value brand before.
Oh and the coles red hand/finger – where I came in – is perhaps the hardest working ad of the last 20 years in this country. And anyone who criticises it, needs to have a good hard look at the recall, likeability, intention and sales data before whining that they don’t like it.
of course everyone has a right to an opinion, but opinions need some basis beyond the “I don’t like it”…
I would argue that anyone who doesn’t like the red hand doesn’t know all that much about Australian consumers.
User ID not verified.
Hey Dave
did I say the giant red finger or a jingle was bad? Nope, might want to reel back your big red finger that pointed at me 🙂
My point was that KMart didn’t try to copy the success of Coles like the giant green boxing gloves of Woolies. And Good Guys and other brands have done successful jingles which work for me and have for years and they didnt resort to a snappy jingle.
So I’m off to clean my bathroom. BAM!!
Because everyone was jingling and left some baked off grease and tarter.
User ID not verified.
I take it all back. K Mart has definately saved me money. Since buying the $45 micorwave I no longer have to spend my hard earned cash on fake tans. Terrific value. Thanks K Mart.
User ID not verified.
Thanks Tim. Some people need to live in the real world.
User ID not verified.
which kmart store was it filmed in? and how did they choose the mums in the ad? And where they paid for it?
User ID not verified.