The Warehouse has enlisted its creative and brand growth agency, DDB, to promote its change in retail strategy, announcing it will no longer have short-term discounts, instead offering low prices every day – one of the most significant changes in the company’s recent history.
“That might sound strange coming from one of New Zealand’s biggest retailers, but it’s time to change,” says The Warehouse Group executive general manager – marketing Michelle Anderson.
The everyday low price message liberates customers from the confusion of traditional retail,” she said. “The Warehouse has always been the place to get a bargain, but our customers have told us that they no longer want to work so hard for it.
“We’ve made people and their needs the focus rather than the products themselves, reflecting The Warehouse’s commitment to its customers.”
“We’ve fundamentally changed our retail approach to remove the frustration that comes with having to wait for a sale or finding out you’ve missed out on the best price.”
“The new campaign by DDB recognises that life doesn’t wait for sales or special offers and neither should Kiwis. If you need something, you can now get it when you need it, at the lowest price,” said DDB chief creative officer Damon Stapleton.
“We wanted to grab people’s attention with this campaign and surprise them with The Warehouse’s new retail message. A message that they weren’t expecting.
“We’ve made people and their needs the focus rather than the products themselves, reflecting The Warehouse’s commitment to its customers.”
CREDITS
Client: The Warehouse
Executive General Manager Marketing: Michelle Anderson
GM Marketing – Communications: Becki Butler
Marketing Manager – Communications: Sarah Slawson
TV Producer: Rob Linkhorn
Agency: DDB
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: Brad Collett
Copywriters: Nick Dellabarca and Graeme Clarke
Art Director: Liz Richards and Paul Kim
Lead Business Partner: Nikki McKelvie
Senior Business Director: Kate Gilmour
Business Director: Jaheb Barnett
Business Manager: David Owen
Business Coordinator: Jarrod Stevenson
Planning Director: Rupert Price
Planner: Gigi Lee
Production Company: Goodoil
Director: Fiona McGee
Producers: Claire Richards, Llew Griffiths
DOP: Ginny Loane
Post Production Company: Blockhead
Editor: Tim Parrington
Music Soundtrack: Hall & Oates (You Make My Dreams Come True)
Music Licensing and Sound Mix: Liquid Studios
Media: Starcom
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