In a new experiential campaign for Kmart, BWM has created a TVC underpinned by an 1000+ participant event-based shopping experience. The agency's first campaign since it won the business from the mega chain seeks to reposition the discount department store as a retail game changer.
 
In a move not dissimilar to a recent big red hand campaign, the focus of the campaign's message is that prices are consistently and permanently lower across all stores every day.
 
Kmart closed one of its Melbourne outlets on July 11 and invited 1000 real life shopping mothers to explore the store with no price tags. As the spot reveals, it appears most shoppers guessed far higher prices than the reality and the expected delight ensues.
 
Kmart managing director, Guy Russo said that Australians were paying too much for the things they needed every day.

"That's why we've dropped our prices for good," he said. "We have reduced the number of items and restructured our sourcing strategy. This has allowed us to dramatically reduce prices and say goodbye to the yoyo sales campaigns that dominate the Australian marketplace."
 
Jamie Mackay, executive planning director from BWM said the campaign had been a real challenge but one the team had relished.

"We believe it will change the face of shopping as people reconsider what the store has to offer. It creates the true point of difference for Kmart, captured in a really compelling way," he said. "The logistical challenge alone of inviting 1,000 real mums and filming all their amazing reactions in store is really a testament to the great team of people who brought the campaign to life."
 
The campaign will launched nationally last night August 1, with a 60 second TVC and a series of 30 second product vignettes to be supported by in-store support and a full digital and outdoor program.