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.
US Sydney’s ECD Josh Moore said that the campaign used Facebook “in the way it was meant to be used. It’s engaging, fun and talks to the youth market in a language they speak.”
George Karabatsos, head of retail operations at CFSGAM, explained that consumer uncertainty about what was in stock, and the belief that there was nothing fashionable to buy in a DFO outlet, had prompted the brand re-think.
Credits:
Client: CFSGAM
Agency: US Sydney
Executive Creative Director: Josh Moore
Deputy Creative Director: Chad MacKenzie
Art Director: Chloe Banicevic
Copywriter: Archana Murugaser
Agency Producer: Sacha Moore
Account Director: Vittoria Faro
Production Company: Viscious Digital @ Luscious
Director: A Viscious collaborative.
Executive Producer: Andrew Morris
Producer: Sophie Thiellon, Lawrence Foster
DOP: Alex Dufficy
Editor: David Colin
Music: Mitzi “All I Heard”
Music Supervision: Nathan McLay @ Future Classic
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Josh Moore
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).
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DFO is a shit product. The brands they sell there are plebby. You cant dress it up or change that fact. Sorry!
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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?
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