Denim for Now
Unrivalled breadth and depth of range is one of Myer’s key propositions. But how do you turn that into a denim-focussed fashion campaign? How do you make it sexy?
Well, starting with the insight that society’s ever-relaxing dress codes mean people now wear denim 24/7, the team and I at ClemengerBBDO developed a modern and dynamic campaign that proved Myer had denim for every time of day.
This campaign was a huge commercial success, resulting in a category sales lift of 27%.
Technological Innovation
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Dynamic Creative at Scale
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Technological Innovation — Dynamic Creative at Scale —
Dynamic. Relevant. Engaging.
Our creative was astonishingly dynamic, with four elements that changed depending on time and location: talent imagery, background gradients, contextual borders, and a live clock. The latter of which was a first for Australian OOH media.
This meant that no matter when or where our message was seen, it was startlingly relevant. And the live clock delivered a double take, and a massive win for engagement.
Scroll-stopping Social
To make sure our creative stood out on social, we turned our campaign’s typographic elements into the highlighted-text that was popular on social platforms at the time, and animated our backgrounds to make them pop.
A New Online Store Integration
A custom product filter for the Myer online store meant customers could shop denim products based on the time of day they’d be worn.
A Full Day for the Inbox
EDMs elaborated on our campaign’s proposition by showing more of Myer’s massive denim range, proving that they had denim for every time of day.
Digital Flexibility
The conceptual depth of Denim for Now meant that it translated effortlessly into digital display — even when we only had room for copy. So wherever our customer was, our message was cohesive and consistent.
Show Me the Print!
Calm down, headline; it’s the same as the OOH. Except that the clock wasn’t live, obvs.
Denim for Less
Towards the tail end of the campaign our messaging pivoted to one with a bit more urgency, while still feeling completely connected to everything that came before it.
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