kmart
Client relationship since 2005
In December 2004, Kmart invited advertising agencies to submit proposals for their account. CumminsNitro became Kmart's new creative agency partner in February 2005.
When we won the Kmart business we were extraordinarily excited about the challenges that lay ahead. Instead of winning 1 brand we had really landed over 25 brands. Kmart has a number of quality house brands include Jackeroo and Girl Xpress, as well as exclusive labels and celebrity brands such as Deborah Hutton and hot licences like No Fear.
Since winning this account over three years ago, CumminsNitro has been working closely with Kmart's in house marketing team towards creating a fresh brand identity. From very early on it was evident that while Kmart had done a great job of positioning themselves as a destination for low prices, there was a need to showcase the quality and range of their offering and develop an emotional connection with consumers.
In August 2007 ‘Kmart. Where good times start.’ was launched.
The campaign explores the enjoyable and memorable moments that originate from virtually any product available from Kmart. It samples real life situations that everyone can relate to.
The new campaign gave Kmart a new face and voice where new
television ads consist of mainly live action ‘moments’ to an upbeat music track; the optimistic ‘Let’s Go’ by The Cars. The catalogue was refreshed with a new typeface and images that show ‘good time’ situations. Radio, press ads, the website and in-store reinforced this new identity.
The first months of the ‘Where good times start’ campaign have been extremely well-received, by both consumers and the Kmart team. CumminsNitro are incredibly excited about the projects currently
in the making and the future development of Kmart.
‘It’s from where’ the Winter fashion campaign ‘08
It’s the latest plum tunic, it’s a stylish winter coat, it’s a berry red satin shirt, and it’s all from Kmart! The Winter fashion campaign ‘08 was seen as a real opportunity to further establish Kmart as a fashion destination.
A number of talented people came on board to help execute the concept, including the world-renowned fashion director Richard Bailey and the gorgeous Australian model Kirstie Penn.
‘It’s more fun in your undies’ the Underwear campaign ‘08
Hailing a cab, chatting with a friend, or window shopping are every day occurrences that we can relate to. But the fun starts when these pedestrian activities are undertaken while wearing underwear. This is the sentiment behind the Kmart Underwear campaign which was aimed at inspiring a new generation of consumers to shop at Kmart and position it as the top underwear retailer in the country.
The TVC called upon the services of over 100 cast and crew, blocked off a city street for a day, evaded the wrath of a street protest and was a logistical feat to organise.
our work
television
