BIG W goes back to basics with Mamamia and M&C Saatchi collaborations
BIG W has revamped its basics clothing range and is spreading the word via a campaign and partnership with M&C Saatchi and Mamamia, respectively.
Following on from an 18-month industry, quality and customer research project – and in a move designed to incorporate customer feedback, “embracing diverse body types and championing the importance of feeling good in your clothes” – the prolific department store and M&C Saatchi is launching a new campaign crafted to emphasise the fact that its new clothes offer customers the perfect fit; a direct contrast to the near button-popping visuals of the creative.
The platform’s slogan, “new BIG W basics actually fit… unlike this”, is spread across the visual, using humour to entice Australians to visit BIG W and try on its basic garments.
“As one of Australia’s most trusted brands we are continuously listening to Aussie families ensuring we are doing all we can as a retailer to meet their needs,” said Vanessa Rowed, director of marketing at BIG W.
“Rather than shying away from the pain points our customers are experiencing when it comes to clothes we have chosen to face them head on.
“To celebrate that commitment we wanted to showcase that finding your fit or style doesn’t have to be difficult.
“Extending on the creative narrative we are also excited to have partnered with like minded media group Mamamia, with the aim to provide honest, relatable and helpful content for Australian women in particular.”
The aforementioned partnership between BIG W and Mamamia will see the retail brand integrate into the latter’s podcast network. It will also feature a video series titled ‘Dressing Room Dilemmas’ – a body of work that is expected to unpack common challenges women experience when clothes shopping, and demonstrate how BIG W’s new-and-improved basics can help.
“BIG W has gone back to the drawing board with its new range of basics clothing, with a focus on fit, and this campaign underscores that commitment,” Scott Dettrick, executive creative director at M&C Saatchi, explained.
“From the provocative outdoor, to the candid content partnership with Mamamia, this is not just about fashion – it’s about the real struggle of finding clothes that fit and how empowering clothes that fit well can be.”
The podcast partnership will take the form of ‘Nothing to Wear’ – a four-episode, Leigh Campbell-hosted show that is set to go live across “all audio platforms” beginning September 4.
Meanwhile, the above mentioned video series will play across Mamamia’s and BIG W’s social profiles and platforms from September 2.
Keep up to date with the latest in media and marketing
Got a tip?
Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
Linkedin
Sounds great,, I hope the new range will feature larger sizes in the same styles,fabrics etc as smaller sizes, also larger women don’t want sleeveless styles, thank you..
User ID not verified.
Have your say