Title | OK 3D SIGNAGE |
Brand | KMART |
Product / Service | BRAND RELAUNCH |
Category | A07. Point of Sale |
Entrant | BELGIOVANE WILLIAMS MACKAY Sydney, AUSTRALIA |
Entrant Company: | BELGIOVANE WILLIAMS MACKAY Sydney, AUSTRALIA |
Design/Advertising Agency: | BELGIOVANE WILLIAMS MACKAY Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Rob Belgiovane | Belgiovane Williams Mackay | Executive Creative Director |
Shaun Branagan | Belgiovane Williams Mackay | Creative Director |
Rocky Ranallo | Belgiovane Williams Mackay | Creative Director |
Amy Hollier | Belgiovane Williams Mackay | Creative Group Head |
Gus Johnston | Belgiovane Williams Mackay | Creative Group Head |
Nicole Miranda | Belgiovane Williams Mackay | Group Account Director |
Shane Fearnley | Belgiovane Williams Mackay | Design Director |
The challenge with an every day low price (EDLP) strategy is that while it’s much more stable for the business, consumers couldn’t be less motivated by the offer. They’ve been trained to believe that they only get the real, exciting value they’re looking for at discount time. The objective was to help Kmart find the consumer benefit for the EDLP model, one that could generate as much enthusiasm as a Boxing Day sale, 365 days a year. Something no one has done before in this market.
Recently, Kmart made the bold move to completely re-engineer their business. So now instead of relying on discounting to convince customers they have low prices, they simply offer the lowest price on everything every day. This EDLP offering was a point of differentiation against the other Australian DDS retailers and brief was to bring this point of differentiation to life.
The OK device was our simple way of visually expressing when great product meets an irresistible price. And the feeling you get when they meet. The OK was first concieved as a piece of in store POS, with the lead piece being a large 3D OK (a key visual in the ‘O’ and product in the ‘K’) sits in the front of every Kmart store.
Over the crucial ‘first 90 days’ campaign period, Kmart averaged YOY transaction growth of 5.96. No mean feat in a competitive, cluttered, discount dominated category in which Kmart’s major competitors were affected by negative sales results, and the growing popularity of online retail.