Poem wins PR account for Shop Back and launches reality star-studded TVC
Poem has won the public relations account for shopping platform, Shop Back, taking over from incumbent agency History Will Be Kind, which announced its win of the account in April.
Poem’s content arm, Poem Studio, has already developed an influencer-packed TVC for the brand, starring Married at First Sight’s Martha Kalifatidis, The Bachelor’s Keira Maguire, and Love Island’s Josh Moss.
The spot was developed to compare the shock value of the cash back deals available on Shop Back’s app with the shock factor of internet culture. It opens with Moss appearing to send a naked image of himself to Kalifatidis and Maguire, when really he is sending them an photo of his Shop Back purchases.
The spot was shown exclusively during catch up screenings of Nine’s Love Island, in an effort to appeal to the brand’s target market of millennials.
Shop Back head of marketing, Kevin Azzopardi, said: “Not only are we educating the Australian market on who Shop Back is, but we are growing the entire cash back category and we’re doing it on a modest budget. That means we have to be hyper-targeted in our marketing approach, focusing on key segments which offer us the most growth potential. Our TVC is an extension upon our highly successful influencer strategy and we’ve seen positive results since its launch in October.”
Shop Back country manager, Angus Muffest, added: “We’re a fun and cheeky brand and we definitely don’t take ourselves too seriously, being able to reflect this in our marketing is key to attracting core consumers.”
Poem co-founder and executive creative director, Matt Holmes, said Shop Back was a dream client.
“Shop Back is a dream client creatively, due to disruption being in their DNA. In a very short space of time, this ambition has presented us with the opportunity to already work with them across ATL, PR, influencer and experiential to earn the attention of their key millennial consumer audience while making an impression on key retail partners and their competitors. Our hybrid approach between PR and creative is helping to drive better business results and we’re looking forward to a huge 2020 and some really fun creative campaigns working with the Shop Back marketing and sales teams,” Holmes said.
Poem’s remit includes PR, communications strategy, content and influencer marketing.
Mumbrella has contacted History Will Be Kind for comment.
Credits
Client: ShopBack
Client Lead: Shopback, Head of Marketing, Kevin Azzopardi
PR and creative agency: Poem
TVC creative and script: Poem Studio
TVC production: yeahsure
topics
Angus Muffest
History Will Be Kind
Josh Moss
Keira Maguire
Kevin Azzopardi
Martha Kalifatidis
Matt Holmes
Poem
PR
public relations
ShopBack
The overall concept of the ads was okay, but the execution has really let the agency down. The technical competence is not up to broadcast standard.
User ID not verified.