A big campaign across a lot of channels. BADJAR Ogilvy Melbourne has launched the new Spring Summer 2012/13 campaign for Australia’s largest retailer, Myer.
The Colours of Summer campaign uses the awe-inspiringly beautiful landscape of South Africa as the backdrop for the new season looks and trends from Myer. Beauty inspires beauty - Ogilvy hopes that Myer's customers are ignited by the drama of the showcase.
Andrew Egan, general manager, BADJAR Ogilvy Myer group commented, “Myer partnering with South African tourism is a rare & perfect opportunity to develop a stand-out communication which took advantage of the dramatic location. It showcases the latest season trends but with the ability to talk to customers in more ways. The ultimate attraction of relevant and inspiring content secured exclusive behind the scenes footage, and an online travel log with Myer ambassadors which compliment our TVC launch in Australia.”
The campaign appears across multiple channels including TV, Magazines, Outdoor, Digital Media, a Myer designer catalogue and exclusive fashion book.
The fully integrated BADJAR Ogilvy campaign involved an extensive fashion shoot in the wilderness with Myer brand ambassadors, Kris Smith, Jennifer Hawkins and Jess Hart. The shoot team had access to tame cheetahs, lion cubs and elephants, all of whom are featured.
Megan Foster, group general manager marketing at Myer observed , “It’s the first international shoot for Myer and when South African tourism approached us to partner with them for the season; it was an exciting proposal too good to refuse. This partnership allowed us to provide something inspiring, new and interesting to our customers and significantly promotes our new season fashions and designers.”
Additional digital activity includes the designer behind the scenes as well as the travel log footage - which can be scanned and viewed in Emporium magazine. Consumers can also view the TVC by scanning a QR code appearing on any outdoor execution.