Kmart

Kmart

Objective: In a nutshell – sales. But deeper than that, the objective is to make people proud to shop at Kmart, despite being a discount department store. And make low prices a savvy choice, not a compromised one.

Outcome: Kmart is absolutely smashing it. The YouGov Brand Index rates Kmart in the top 10 Australian brands based on consumers’ perceptions of a brand’s quality, value, impression, satisfaction, reputation and whether they would recommend the brand to others. Their earnings in my last year on Kmart increased by 16.3% to $371 million with revenue growth of 8.9%.

Learnings: We produced 15-20 TVCs each year which lead the way for catalogue, POS and digital to follow suit. It’s been a privilege to be part of the monstrous growth of Kmart throughout 2015-2018. The day we learned Kmart’s sales beat Myer, David Jones, Target and Big W COMBINED, was one of the proudest moments of my career. I’ve learned a lot from Amy Hollier and Ryan Purcell whilst creating the formula for some wildly successful ads – like the importance of a good soundtrack, becoming the category leader by focusing on the product and the consumer – not the competition, and treating a Kmart handbag like you would treat a Prada one.

Channels: TV is shown below. However, I was also Art Directing the instore POS and catalogue that accompanied each of these campaigns.

Credits: Steph Kitchin, Art Director. Lydia Radelja, Copywriter. Amy Hollier and Ryan Purcell, Creative Directors.