It's time to tick off those to-do lists according to Warehouse Stationery, which is showing off the wide-ranging capabilities of its products in a new brand ad by 99.
Posed with the challenge of connecting with customers on an emotional level, 99 developed a brand strategy to inspire and enable a more productive New Zealand, leading to the external expression, ‘We do doing’, which encapsulates the retailer’s broad range of products and services and calls on New Zealanders to do stuff and tick off the to-do list—not just write it.
The resulting 45-second TVC is a pastel adventure the ups and downs of everyday life, with stationery as the star of the show.
Beginning with the devastation of coffee being spilt over the laptop, the TVC continues on a quirkier note to show stationery being used to sign documents, make calculations and a costume, as well as study and play pranks in class, finishing with a young girl who draws a picture for her dad.
Warehouse Stationery general manager marketing and eCommerce Becki Rowe says the retailer annually finds new ways to help New Zealanders get the things they want to do, and and need to do, done.
“It was time to build a more vibrant and distinctive personality that would provide a foundation for our goal to become one of New Zealand’s most loved and trusted brands and to deliver a more engaging and personalised experience to our customers.”
Warehouse Stationery has grown from eight stories in 1995 to an omni-channel retailer with 67 stores across the country and in the past seven years, has enjoyed consecutive same-store-sales growth and created outstanding transactional loyalty. It's also invested millions of dollars into its campaign work, including a brand refresh in 2013. Also by 99, the campaign used bold colours and product specific images to draw attention to its product range. Its jingle has also come to be recognisable as that of Warehouse Stationery as it has been used in the following TVCs.
The 2013 campaign also saw the introduction of its current logo, featuring the retailer's initials WS. At the time, Warehouse Stationary was also included at the bottom, however that has since been dropped with this latest campaign.
Pre 2013 brand refresh, post 2013 brand refresh and the latest logo.
The TVC launched yesterday and was followed by the ‘We do doing’ campaign rolled out on the retailer’s Facebook page this morning, including a Christmas themed cover image of a Warehouse Stationery-blue wrapped present alongside the line ‘We do doing’.
The work to roll out the new brand image across a number of platforms is in line with the experiences of Mitre 10 general manager marketing Dave Elliott, who when talking about recent industry changes told StopPress: “You used to launch an ad on a Sunday night and go to bed and sleep well and your campaign was done, you’ve achieved take off. It’s not like that anymore”.
The wider Warehouse Stationery campaign will roll out over the coming months, through every layer of communications, including the big events like ‘back to school’, tax time and the new financial year.
Executive Creative Director: Craig Whitehead
Copywriter: Jesse Stevens
Art Director: Iain MacMillan
Design: Jon Tricklebank
Managing Director: Paul Manning
Business Director: Jo McDonald
Account Director: Tracey Potter
Head of Content Production: Therese Bielawa
Producer: Rebecca Richardson
Producer: Bridget Bolton-Riley
Client: Warehouse Stationery
GM Marketing and Ecommerce: Becki Rowe
Marketing Manager: Emma Cleal
Production Company: Fish
MD / Executive Producer: James Moore
Executive Producer: Samantha Attenborough
Director: James Solomon
Music Composition: Franklin Road
Composer: Mahuia Bridgman-Cooper
Producer: Jonathan Hughes