What Does Fashion Feel Like? BWM Shows Us In Kmart Spot

Building on the tremendous success of the ‘Bom Bom’ campaign, BWM has continued its partnership with Kmart Australia to deliver the next evolution in the Kmart story – a vibrant campaign set to a quirky new track that’s certain to get Australian’s talking, and clapping along.

Set to the revitalised 1965 pop culture classic, ‘The Clapping Song’ by Shirley Ellis, Kmart’s infectious  new tune is both distinct and memorable, continuing the brand’s tradition for feel-good anthems. Dion Workman, Kmart General Manager Marketing, said: “Refreshing Kmart’s sound was part of our overarching strategy to evolve the brand, and further the fusion of great products and low prices that make Kmart irresistible.” 

The latest creative instalments show customers how irresistible value feels, by celebrating and sharing the ‘Kmart feeling’ that transforms low-price products into a wonderland for the imagination. The new campaign will launch nationally on Sunday 4 May with the first of three vibrant 30 second TVCs that capture how incredible it feels to shop at Kmart. The campaign will be supported by a full digital and outdoor program featuring, eye-catching banners, mirror installations in shopping centres, an Instagram competition, street posters and a new styling video on YouTube.

Mark Watkin, BWM Managing Director, said: “The latest products at everyday low prices deliver unbeatable value to customers. It’s what sets Kmart apart from other retailers. Developing playful campaigns set to instantly recognisable tracks has become their trademark. This new campaign is a continuation of this distinct approach, and is all about finding new ways to engage with and inspire Australian’s of all ages.”

BWM was appointed as Kmart’s creative agency in 2012, and has since delivered a series of highly successful campaigns that have repositioned the retailer as one of Australia’s favourite retail destinations. Previous campaigns include: ‘1000 mums’, the ‘OK’ campaign, and the infectious ‘Kmart makes low prices irresistible,’ set to Bom Bom by Sam and The Womp.