News

Kmart refreshes campaign with new song, ‘Bom Bom’ replaced with ‘The Clapping Song’

Kmart has continued its strategy of using a catchy song in its campaigns with the discount retailer moving on from ‘Bom Bom’ by Sam and the Womp to a revitalised version of ‘The Clapping Song’ by Shirley Ellis.

Created by BWM, the ad continues in the tradition of the ‘Bom Bom’ spots with a series of models dancing, however it changes from the ‘Bom Bom’ focus on what does a dollar amount look like at Kmart to what Kmart fashion feels like.

It communicates this idea with the models in the Kmart clothes originally against a white background before it changing to reveal a scene to match what the clothes feel like.

Dion Workman, Kmart general manager Marketing, said: “Refreshing Kmart’s sound was part of our overarching strategy to evolve the brand, and further the fusion of great products and low prices that make Kmart irresistible.”

Launching on Sunday, three 30-second TV ads will be complemented by a full digital and outdoor campaign featuring banners, mirror installations in shopping centres, an Instagram competition, street posters and a new styling video on YouTube.

Mark Watkin, BWM managing director, said: “The latest products at everyday low prices deliver unbeatable value to customers. It’s what sets Kmart apart from other retailers. Developing playful campaigns set to instantly recognisable tracks has become their trademark. This new campaign is a continuation of this distinct approach, and is all about finding new ways to engage with and inspire Australian’s of all ages.”

BWM was appointed as Kmart’s creative agency in 2012.

The ‘Bom-Bom’ ad:

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.