The Warehouse is taking a refreshed approach to its marketing, with its latest TVC promoting a new attitude and new goals for its customers.
Created by DDB and posted on the retailer's social media, the ad celebrates all things new in its customers' lives: new attitudes, new memories, new score, new you, new season, new goals. The spot jumps around everyday interactions from different people's lives, such as dinner parties and a child's first steps. It finishes with the tag: "Hello New".
The new-look campaign comes after The Warehouse switched its sales approach in late 2017, leaving behind the long-established high/low price fluctuation model for its 'Every Day Low Price' policy. The new method of stable pricing did away with the need for constant sales, and their associated advertising, opening up the retailer to a more narrative approach.
The strategy earned The Warehouse the Retail Award at the TVNZ-NZ Marketing Awards last night.
The Warehouse Group chief marketing office Jonathan Waecker says the new-look ad is part of The Warehouse's commitment to change with the times.
"We're always looking for new ways to incorporate richer storytelling to showcase our high-quality products at every day low prices, while staying true to The Warehouse that our customers know and love. Our new spring creative is an example of this storytelling, showcasing the freshness of our new range and new styles with a fresh approach."
The latest campaign follows the same chipper music theme of the new sales strategy's launch campaign.
"Our strategy has always been to make the desirable affordable for our customers, and this new creative is an example of highlighting the amazing range of trend and style that you can get more of at The Warehouse with everyday low prices," Waecker says.
Client: The Warehouse
Agency: DDB New Zealand
Production Company: Fish & Clips
Director: Petra Cibilich
Music: Maxwell Scott
Sound: Liquid Studios