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Jessica Mauboy to ‘spearhead’ new Target campaign around higher quality at lower prices

Target has sought to shore up its budget-yet-quality marketing message as the Wesfarmers-owned retailer launched its spring range with a TV, out of home and digital push.

The multi-million dollar campaign rolled out this week with a renewed focus on driving “real” Australians of “all shapes and sizes, ethnicity and life stages” to its stores and online.

Target head of brand communications Jennifer Goonniah said the campaign was a “re-articulation” of its key message of providing “high quality at lower prices”.

“This is not rebrand, it’s just a rearticulation of what Target stands for,” she said. “Our mission is to ensure we make quality style and fashion affordable to all Australian families.”

 

AJF Partnership produced the creative work, with out of home and in-store advertising to feature brand ambassador Jessica Mauboy.

Goonniah said all the marketing collateral will focus on “real Australians” in a bid to reach the brand’s mass market target audience.

“We make products for real families and we want to celebrate their individual uniqueness whether that be diversity in shapes and sizes, ethnic background or life stage,” she said. “We want to reflect a true picture of real Australians in the campaign.”

While the “much loved” Jessica Mauboy will help drive that message through her “down to earth” character, Goonniah said the backing of the singer also illustrates how Target stands for quality and style .

“We are so thrilled to have someone like Jess who is very down to earth, very fashion forward and much loved,” she said. “Having her spearhead the campaign shows how far Target has come in making fashion and style and quality affordable. She’ll be a big feature of this launch campaign.”

A second TV ad will air over the weekend with other iterations rolled out over the next few weeks.

Goonniah declined to reveal the total campaign spend but said around 60 per cent of the budget has gone on traditional above the line channels.

But she confirmed Target was “diversifying our spend to be where our audience is”.

The marketer added that another TV branded content piece remained a possibility following last year’s Style the Nation collaboration with Ensemble and Channel 7 and fronted by fashionista Gok Wan.

“It was quite an amazing piece of integrated content to do. We learned a lot from it and would not rule out doing something similar again,” Goonniah said, adding that the first rule of TV branded content is to produce entertainment.

“There is an audience that needs to be satisfied and if your content is not engaging and entertaining and relevant they are not even going to tune in.

“Fundamentally it’s about having an emotional and engaging story and I feel we were able to do that with Gok and Style the Nation. Given that we were transforming women’s lives, that in itself created beautifully engaging and emotional content.”

Steve Jones

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