Kmart launches first end to end living campaign since brand relaunch
Kmart has launched an integrated campaign to support its February Living range, across PR, social media, digital display, YouTube, radio, Kmart’s e-commerce website and in-store merchandising.
The announcement:
Kmart Australia has unveiled its latest February Living range, rolling out a fully integrated campaign with the aim to allow their customers to create inspiring spaces with effortless style. They continue their promise to make every day brighter through their offering of affordable on-trend pieces, timeless classics, and seamless interior solutions for all corners of the home at Kmart’s everyday low prices.
Designed and developed by Kmart’s in-house design and buying team based in Melbourne, the range highlights Kmart’s iconic Australian style. Customers can explore a variety of new innovations, from functional furnishings to DIY products, as well as fresh fabrics, on trend textures and colourful accents. The range encapsulates a relaxed lifestyle with pieces that can build upon a customer’s current home or refresh an entire space. This range can be easily mixed and layered to create your own personal style. The textured whites, and natural materials are so versatile, giving a fresh and timeless pallet to build on.
Kmart’s Divisional Merchandise Manager, Meryn Serong, says, “While customers can expect to see a new, bold and joyful look and feel feature throughout this latest February Living range, our Kmart price promise remains the same. We’re excited to continue bringing the latest home and décor trends from across the globe to Australia at the everyday low prices our customers know and love.”
A 26-page digital lookbook will hero the latest range, bolstered by support across PR, social media, digital display, YouTube, radio and Kmart’s e-commerce website and in-store visual merchandising.
Kmart’s General Manager – Marketing, Rennie Freer shared, “As our first Living campaign since relaunching the brand, the team have been able to encapsulate our new look and feel through a 360-degree marketing plan. We’re so proud to bring our customers trending pieces, so that they can seamlessly and affordably fit into their homes.”
The February Living lookbook has been designed for seamless shopping across digital, with all items linked so that customers can shop directly from the catalogue of products.
Featuring thoughtful, buildable offerings across three accessible aesthetics (Timeless, Natural and Urban), as well as style tips and how-to videos, customers can explore ways to createtheir own unique style moments with ease.
From bedding to occasional chairs, rugs, decorative vases and more, shop Kmart’s latest February Living Range at your local store, online at www.kmart.com.au or via the app while stocks last!
Creative team
Campaign Leads: Carly Sexton & Bec Clancey
Creative Lead: Dana Seing (supported by Ryan Purcell)
Studio Team: Sharni Smith, Ava Thomson, Torbjorn Bernhardsson, Rich Grealish
Living Merchandise Team, led by Meryn Serong
Online: Angela Bracamante
Visual Merchandise: Michelle James
Digital: Monika Toth, Lisa Molden
PR: Alexandra Karolos, Mandy Confoy, Nat Rixon, Atlanta Wilson
Source: iD Collective media release
