IGA enters supermarket price wars with ‘Lockie’
IGA has entered the price wars with supermarket giants Woolworths and Coles with the launch of a new campaign introducing a animated character that ‘locks down’ prices.
In two television commercials created by agency Creative Oasis and production company Film Graphics, IGA brand ambassador Anh Do introduces his “little mate Lockie” an animated padlock who jumps on his shoulder and flits around the store “locking down hundreds of prices”.
The Locked Down Low Prices campaign also runs across online platforms, catalogues and point of sale marketing and will drop and lock the prices of 1,000 products for the next three months. The price lock will be followed by a rolling stream of price cuts on hundreds of other products.
Prices are down. So much to answer for…
I like this ad. Firstly, it’s great to see Asian Australians represented in a mainstream commercial such as this. Secondly, the little lock character is quite charming and directly ties back to retail, ‘keep an eye out for the lock’. It might not win any awards but for what it is I think it’s really effective. Nice one.
Whether Coles have done it or not makes zero difference to the grocery shopper. All they’re interested in is lower prices. Good talent. Good tone. Well done. because it will work.
yep, it will work hard for the brand and, for mine, within the EDLP sector it is a separate strategy – good Bretail
Simple. Effective. Smart. Follows on perfectly from the last execution. Well done. Looking forward to the next one, which in itself is a sad indictment of my life.
Lockie should team up with the Qantas mars explorer and leave this planet.