Coles calls in One Direction

Coles Tweet, One DirectionSupermarket giant Coles has called in UK boy band One Direction for a new campaign.

The campaign includes print, online and social media with a competition giving away more than 10,000 concert tickets.

So far the campaign has included a website, which includes a video of the band in front of a Coles backdrop announcing they’ll be playing an exclusive extra show that punters cannot buy tickets for, but have to win in a competition.

There is also a Twitter hashtag under #Coles1D, with the official Coles account saying “One Direction will soon be in your letterbox.”  Tony Phillips, Coles GM of marketing and communication, tweeted a photo of himself with the band. In the tweet, Phillips said “…filming our ad for huge promotion in store this Wednesday.”

Coles One Direction

One Direction will be touring Australia in mid-to-late October.

This is the second campaign launch from announcement Coles in recent days. As Mumbrella previously reported, Coles also launched the Emily’s Kitchen range.

The first being the first ad as part of the “Coles Family” campaign. One Direction is the latest in a line of musical acts associated with Coles, with Status Quo covering their own hits designed to appeal to an older audience, The Wiggles and Normie Rowe also having contributed.

Cameron Boon


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