DFO repositions brand in the story of a love triangle
Clothing discounter Direct Factory Outlets has launched a series of videos that begin to tell the story of a girl called Zoe Walker, who is caught between the affections of two men.
To get more of the story, plus pictures and information on items featured in the videos, users must ‘like’ Zoe’s Facebook page. The videos first appeared on Facebook before hitting national TV. The videos are supported by print and outdoor.
Created by US Sydney and produced by Viscious Digital, the campaign is part of a repositioning exercise by Colonial First State Global Asset Management, which has acquired a number of DFO outlets.
Love the repositioning, DFO but unfortunately don’t love this campaign. The contrived persona you’ve created (complete with video reportage of all Zoe’s “candid moments” and fake posts from “friends”) doesn’t seem as real/authentic as I’m sure you were after. I think it could have been better executed (starting by removing “DFO” after Zoe Walker’s name).
DFO is a shit product. The brands they sell there are plebby. You cant dress it up or change that fact. Sorry!
Kristie, Ads are on during ad breaks on TV.
There’s no fooling the audience that
these are real people, there’s only
engaging the audience during the break.
People who like the clothes will no doubt
want to look at more – surely the idea
here is that they look at them in
a much more engaging context than an
online Catalogue?