The Campaign

Australian families are demanding a lot more from retailers these days. They don’t want to wait for the sales to get the lowest price. They know they can shop around or go online to get what they want, when they want it...at a price they want. This campaign was developed to bring the new every day low pricing strategy to life.

Success of the Campaign

Ok has been enthusiastically embraced by both the organisation and consumers. Sales at competing stores, Big W and Target, are down over 4% in the three months to September 2011. Conversely Kmart’s sales have risen slightly to 0.5% in one of the toughest retail environments ever.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Ok is our way of celebrating how good it feels it feels when you get something great for so little. It’s the revelation that feel good shopping isn’t limited to sales. Ok is both a philosophy and a design & brand icon, employed across multiple consumer and corporate touch points from unique in-store shelving to livery and advertising.