NATIONAL: AMP Capital Shopping Centres (AMPCSC) has overhauled its marketing strategy, replacing celebrity ambassador Sophie Falkinar with a branding concept closer to home.
The national retail shopping giant, which counts Cue, Esprit and Country Road among its broad fashion offering, has announced the launch of six new faces to represent each of its key customer segments.
The Champion Family, headed up by mother of four 'Sarah' and financial planner 'Paul', will appear in a series of commercials screened in cinemas and supported by outdoor, transit site, online and in-centre advertising.
Directed by acclaimed cinematographer Calvin Gardiner, the first 60 second commercial 'Shopping Champions' will launch in movie sessions skewed to women and families from today.
AMPCSC head of marketing and communication Stuart Langeveldt said audiences can expect a TV soap-style tale of a typical family in “endearingly dysfunctional situations”.
“We need to relate to our customers on a more emotive level with meaning behind our brand proposition that allows us to build true relationships.”
“Essentially, many of our brand characteristics will be personified through the Champion Family who are people, just like us.”
The concept will be supported with a dedicated website www.meetourfamilycom.au throughout 2010, in addition to a local shopping centre campaign launching next month offering customers the chance to win $50,000.
Dubbed 'Fund Your Future', the competition is open to shoppers who spend over $50 and will feature different members of the Champion family.