99 and Fish last night launched Warehouse Stationery’s new brand TVC, based on the proposition ‘we do doing’. “I think it’s a charming spot for this retail category,” says 99 MD Paul Manning. The platform will begin rolling out across all layers of communications (retail, social, internal) from today forward.
“99 and Warehouse Stationery do something different,” says the release. “This week Warehouse Stationery launches its new brand proposition with a 45” television spot and distinctive new look across all touchpoints, via 99.
“Warehouse Stationery is undeniably one of New Zealand’s stand-out retail success stories, having changed the face of our stationery and technology marketplace. The company has grown from eight stores in 1995 to an omni-channel retailer with 67 stores across the country, from Kerikeri to Invercargill, and diversified its business, introducing many new parallel categories.
“With outstanding range and value, Warehouse Stationery has enjoyed seven consecutive years of same-store sales growth and created outstanding transactional loyalty.
Paul Manning on ‘the challenge’
Paul Manning: “99’s challenge was to begin building consumers’ emotive connection with the brand and create context for a product range that extends well beyond traditional stationery.
“A new brand strategy was developed, focused on ‘inspiring and enabling a more productive New Zealand’. This led to the new external expression, ‘We do doing’, encapsulating Warehouse
Stationery’s broad range of products and services, as well as the traditional stationery items for which they are famous.
“It’s about the action of ‘doing’ stuff; about ticking off that to-do list, rather than simply having the pen and paper to write it in the first place.”
The new TV spot explores the ups and downs of everyday life through the verb ‘to do’ and how stationery and technology can play an important, and sometimes intimate, role in our lives.
Warehouse Stationery marketing & e-commerce GM Becki Rowe said: “Every year, Warehouse Stationery finds new ways to help New Zealanders get the things they want to do, and need to do, done.
“People are often surprised at the breadth of products and services we offer. 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”.
Energising experience
“Partnering with 99 to develop our new brand strategy and creative platform has been an inspiring and energising collaborative experience. We’re thrilled with the work,” Rowe said.
The wider 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.
CREDITS
Agency: 99
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
About Warehouse Stationery
Warehouse Stationery is part of The Warehouse Group and is New Zealand’s category leader in the retail stationery marketplace. The company has enjoyed phenomenal growth since opening its first store in Wairau Park, Glenfield in October 1991. Today it has 67 stores nationwide and a popular e-commerce platform with click and collect service. Warehouse Stationery offers over 20,000 products across numerous categories including; office supplies, school supplies, fashion stationery, technology, furniture, art and craft, ink and toner, as well as an extensive print and copy services solution.
About 99
99 is a CX agency with retail at its heart. It’s also one of New Zealand’s largest agencies with over 130 people working across all core communication disciplines. 99 operates one of the most comprehensive production facilities in the country with advanced in-house television and content editing, audio, photography, digital and artwork studios.
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