Kmart:::Style show-off

KMart has long been associated with providing inexpensive clothes to the lower and middle classes. Trouble is, consumers associate ‘inexpensive’ with unfashionable. With Levi Strauss and Jaclyn Smith now being stocked, the perception, rather than the clothing range was out of date.

KMart saw its target as a young multi-ethnic, passionate shopper - an indulgent dreamer who craves self-expression through fashion. It devised a two-tiered approach to hook in its intended demographic.

First, it held a ‘Style Showoff’ in fashion capitals New York and LA. Participants were invited into a massive warehouse full of unbranded KMart clothes that they could create outfits from. Participants were only told afterwards that the clothes they had been wearing were from KMart.

The most stylish entrants were then used in online and TV adverts encouraging other wannabe fashionistas to upload a photo of their best effort at a vogue KMart ensemble, along with a 50-word blurb, onto a custom-created microsite. The winner received a $10,000 gift card for the store.

Online, KMart’s campaign reached in excess of 21 million people through Yahoo’s network. 26 milli

BRAND:Kmart

CATEGORY:Accessories/ Clothing/ Footwear

REGION:USA

DATE:Mar 2008 - May 2008

MEDIA AGENCY:MPG

MEDIA CHANNEL

Sprite:::Truth Hunters

After two years of advertising inactivity, Sprite found itself in a position no brand wants to be in – it lacked an identity. It had lost its ‘cool’. Sprite wanted to define itself in order for it to be seen not simply as a product, but a lifestyle choice.

Sprite identified ‘piss-taking’, ribbing friends about certain home truths, as being nothing short of a national past time amongst its target audience, Australia’s Generation Y. Deciding this fitted with its already established “Thirst for Truth’ tagline, it aimed to engage its target demographic on this level.

Initially cranking up the ‘piss-taking’ for comic effect, Sprite rolled out a campaign ‘exposing brutally honest truths’ about Australian culture. It also put together a team of funny but quite real Generation Y Aussies called ‘The Truth Hunters’, who served as the spirit and voice of Sprite. They went out on the streets with cameras to interact with members of the public about their humorous "truths", such as "People will take anything if it's free". The Truth Hunters went out and distributed old newspapers, bits of food and used soap to see whether people on the streets would take it. People were also invited to submit their own videos via a YouTube channel.

The campaign was rolled in cinemas and gym changing rooms, on websites and mall tabletops – in short, anywhere Generation Y existed. The experience was interactive, with a full-time editor responding to the banter and continuously integrating consumer brutal truth ideas into the campaign.

Some 5.5 million video views, 5,000 posts and over 50,000 interactions were achieved through the campaign that saw Sprite win back its ‘cool’ image.

BRAND:Sprite

BRAND OWNER:The Coca-Cola Co.

CATEGORY:Drinks (non-alcoholic)

REGION:Australia

DATE:Dec 2007 - Apr 2008

Vimto Seriously Mixed Up Fruit

Released:	May 2009
Avertiser:	Vimtо
Agency:	Driven
Country:	United Kingdom
Category:	Non-alcoholic drinks

Credits:

Carrying the strapline seriously mixed up fruit, the spot sees three CGI fruit characters on a trip to the fairground.

Agency: Driven

Advertiser: Vimtо
Project: SMUF
Client: Neil Gibson, head of marketing, Vimto
Brief: Combine the product truth of mixed fruit with a brand attitude that will appeal to teens.
Writer: Driven
Art director: Driven
Planner: Driven
Media agency: Mediaedge:cia Manchester
Production company: Passion Pictures
Director: Against All Odds
Post-production: 422 Manchester
Audio post-production422 Manchester
Exposure: National TV