Kmart Design & Branding OK by BWM Dentsu Melbourne


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Industry Retail, Distribution & Rental companies
Media Design & Branding
Market Australia
Agency BWM Dentsu Melbourne
Creative Group Head Amy Hollier, Deputy Creative Director Gus Johnston
Executive Creative Director Rob Belgiovane
Creative Director Shaun Branagan, Rocky Ranallo
Released August 2011

Credits & Description

Category: Promotional Item Design
Advertiser: KMART
Product/Service: KMART
Executive Creative Director: Rob Belgiovane (Belgiovane Williams Mackay)
Creative Director: Shaun Branagan (Belgiovane Williams Mackay)
Creative Director: Rocky Ranallo (Belgiovane Williams Mackay)
Creative Group Head: Amy Hollier (Belgiovane Williams Mackay)
Creative Group Head: Gus Johnston (Belgiovane Williams Mackay)
Group Account Director: Nicole Miranda (Belgiovane Williams Mackay)
Design Director: Shane Fearnley (Belgiovane Williams Mackay)
Media placement: 3D OK - In Store - 1 August 2011

Describe the brief from the client
Recently, Kmart made the bold move to completely re-engineer their business. Therefore, now instead of relying on discounting to convince customers they have low prices, they simply offer the lowest price on everything every day. The EDLP offering was a point of differentiation against the other Australian DDS retailers, and the brief was to bring this point of differentiation to life.

Describe the challenges and key objectives
The challenge with an everyday 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.

Describe how you arrived at the final design
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 conceived as a piece of instore POS, with the lead piece being a large 3D OK (a key visual in the 'O' and product in the 'K'), which sits in the front of every Kmart store.

Give some indication of how successful the outcome was in the market
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.