Iconic Australian brand Bonds will launch an outdoor activation today to promote the launch of its largest ever Christmas campaign and first e-store.
The activation will be held at Sydney’s Cathedral Square and will see brand ambassador Sarah Murdoch join the cast from the Bonds “12 Days of Christmas” TV campaign, for an exclusive photo shoot and sing-a-long.
The “12 Days of Christmas” commercial will air nationally on Sunday and showcases a rendition of the Christmas carol by artist Jack Ladder, featuring over 70 street cast Australians, plus actress Rachael Taylor.
The campaign will be used to raise brand awareness about Bonds and its product categories ahead of the Christmas buying period and following the debut of its first e-store this week.
The e-commerce platform, which went live on Wednesday November 16, will allow Bond's customers to buy online for the first time, and stocks over 400 styles across all seven product categories including men’s, women’s and kid’s underwear, clothing, baby & bumps, and socks.
Bonds marketing manager Zoe Hayes said the new site, created by digital agency Holler, also incorporates a simple returns service, estimated delivery within Australia between two to five days, as well as extra features.
“We have worked really hard to design a easy to navigate site that is visual and interactive for our valued Bonds customers,” she said.
“The site includes everything from the latest imagery, television commercials, ambassador campaigns and videos to the latest promotions, and the Bonds Newsletter – plus a few other surprises.”
However, Hayes said that while the Bonds e-commerce store was a step forward for the brand, it will still be placing a strong focus on retail stores and work to balance the two.
“With Bonds.com.au we’re also evolving to remain relevant to how our customers shop. Aussies want to be able to research our full comprehensive range with all our categories, it’s then up to them to either buy online or in-store as a lot people still prefer to touch and feel a garment before purchase,” she said.
“However, Bonds remain totally committed to their retailer partners nationally, and will continue to provide regular and innovative ranges, dynamic marketing and in-store campaigns. This remains very much the primary focus of the Bonds business.”
Bonds is currently stocked in over 200 retailers in New Zealand and Australia, including Myer, David Jones, Big W, Best & Less, Target, Woolworths, Coles, Dimmeys, Harris Scarfe, Woolworths, Lowes, and independent stockists.