Myer brings back ‘My Store’ campaign after four years to pay homage to its heritage
Australian department store Myer has rebooted its ‘My Store’ campaign, four years after the brand first shifted away from the ‘Myer is My Store’ tagline.
The retailer is bringing back the well known brand positioning after Myer and its creative agency of record, Clemenger BBDO, dropped its long-term ambassador Jennifer Hawkins and took a more aspirational approach, with an umbrella message of “find wonderful”.
The ‘Myer is My Store’ campaign pays homage to the retailer’s heritage and the various services it provides to many Australians.
Despite being a recycled brand positioning, Clemenger BBDO Melbourne has used a new “contemporary look and feel” to show the ways in which the brand is evolving.
The 30 second television ad, which debuted on TV screens across Australia on Sunday night, features women, children and families using Myer products in their everyday life to explain the different ways Myer is their store.
The ad depicts Myer as “my backyard”, “my catwalk”, “my world” and “my everything”.
Simon Lamplough, managing director at Clemenger BBDO Melbourne, said the brief was to help Myer reconnect with its customers.
“Our aim was to reignite the feelings that Myer is everyone’s store. There is a huge amount of goodwill towards the Myer brand and the improvements being made to the Myer offering, so it was our job to harness those positive emotions and to remind customers that Myer is their store.”
John King, Myer’s CEO and managing director, said in a statement: “Myer is Australia’s department store. We have been there for generations of Australians, for their everyday life, but also for their most memorable and special occasions, whether that be: ‘My Birthday’, ‘My Christmas’, ‘My Father’s or Mother’s Day’ or ‘My Wedding’.
“The ‘My Store’ campaign showcases how Myer has been, and will continue to be, a part of the Australian way of life.”
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Leaning on brand heritage and trying to reconnect with a customer base that has long moved on from Myer and it’s terrible customer service won’t help. It’s 2018, show some innovation…
There’s not a creative agency in the world that can help Myer, but what a kick in the guts it must have been to Clems when Myer pushed to reinstall their previous tagline that’s only a few years out of cycle.
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The Dept of Stories was a dreadful pun and clearly just rode on a limp strategy propped up by the fashionable need by agencies to tell “stories”.
Once again Clems had avoided reviewing tge history of a brand..only been told to bring back the better known campaign. “Hard earned Thirst” was another.
Some brands were here before us..and will be here after us. Our job os to keep them safe and relevant.
Having said that, this effort is about Target standard. Not aspirational, too lifestyley.
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Whether you like the old positioning or not, this certainly freshens Myer up.
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Myer advertising is just plain irritating. Myer has a number of severe and fundamental marketing problems, none of which are mitigated by their recent or current advertising. If Myer was heeding professional marketing research they would not be suckered into spending this way.
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I get that it’s all female-focused, but not sure it should be quite so … white.
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Only the consumer can determine if ‘Myer is my store’, not Myer, and, increasingly, it is clearly not. The line first appeared under Bernie Brooks’ and was his constant companion during the years of decline. Why on earth would you bring it back?
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I agree with WASP
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Please, please, please tell me who is singing the remix song. Love it, love it, live it.
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Hey people. Stop being so harsh. It’s My Store. The one I never walk into.
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What’s been letting Myer down for many years is it’s customer service. Go back to basics rather than previous ad campaigns and look after the reason you are in business in the first place.
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If Myer want to get back to their heitage how about getting back to; “Service, advice and the right price.”
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It’s Angie McMahon. Amazing singer but can’t find this specific cover anywhere 🙁
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I think it’s a great ad, but I’m a 48 year old white/asian male geek so I what would I know. If nothing else the “Everywhere” cover by Angie McMahon is awesome and they should release the full version. I don’t get a lot of time to shop but I always find Myers customer service excellent. And if you’re not getting a great service here’s a tip, always be friendly and polite.
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