A campaign that really talked the talk
When Target Australia relaunched in 2013 as a fashion-forward, accessible lifestyle retailer, they asked us to create a wow campaign to debut their new ambassador Gok Wan, and promote the brand’s values of ‘style and quality every day, at prices customers love’.
Gok’s cheeky persona and frisky, risqué way with words lent themselves perfectly to a playful campaign with a distinctive tone of voice at its heart. We supersized the brand’s iconic red and white branding, and wrote irreverent headlines for immediate customer engagement. Working at speed, we brought a fully integrated campaign to life across channels including outdoor media, press, digital, a launch catalogue and look book. And in the shop environment itself? Knock-out in-store theatre and bold point of sale that couldn’t be missed.
Looking good Australia
Hugely successful in raising Target’s fashion and home credentials, the campaign delivered an uplift in both sales and brand awareness. Not only that, Australia got a good Gokking to boot!