What Myer is hoping to achieve with its Katy Perry partnership
Myer has teamed up with international pop star Katy Perry as part of its new Myer One promotion, giving away 8,000 tickets with each winner taking home four tickets to her Australian ‘Witness’ tour.
Michael Scott, Myer’s executive general manager of brand, marketing and loyalty, told Mumbrella the 13-month partnership aims to boost the retailer’s bespoke and “special” offering to its customers.
The partnership will last for 13 months
“One of our big agendas is experiential retailing and providing and producing special and bespoke experiences for consumers, and these days retailing and relying upon just price and transaction are well gone.
“Our purpose is about creating future memories.
“We are always on the look-out to partner strategically with brands which appeal and connect with our consumers,” Scott said.
Perry was chosen as a partner for the brand due to her global reach, “universal appeal” and the resonance she has with Myer’s audience, according to Scott.
“We hope the partnership creates and delivers memorable moments and experiences for our consumers which they can’t get anywhere else,” Scott said.
The campaign, which will run across social, television, out-of-home and in-store, recently received a number of animal cruelty complaints due to Perry’s comment at the end of the ad encouraging a dog to “chase some koalas”.
Scott said: “We have noticed some of the feedback and we are in the game of listening to our customers and defining what we are doing and how we are doing it to ensure that we are always relevant and based upon the feedback we received we adjusted the TVC and so that’s no longer in market.”
The commercial was created by both Myer and Clemenger BBDO.
So far, Myer and Perry have conducted a meet and great in Sydney, which was live streamed on Facebook as well as launching the television commercial announcing her eight-week Australian tour.
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Nice work Myer – you’ve concreted my desire to never set foot in a store again.
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“Myer One promotion, giving four people the chance to win tickets to her Australian ‘Witness’ tour.” -four people? Seems a bit cheap.
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The ad says 8000 tickets, so assume that should read 4,000 customers (each winning a double)?
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Hi Damien,
Thanks for raising that.
The story has now been updated.
8,000 tickets are being given away in total, with each winner taking home 4 tickets.
Abigail – Mumbrella
Curious as to why global reach would be a factor in deciding talent for a company that operates only in Australia..
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