Australia's largest online shopping club brandsExclusive has launched a quirky campaign to get tongues wagging, as its empire continues to grow.
The outdoor advertising campaign, titled ‘Fashion Talks’, was created by The General Store and aims to communicate the concept that ‘Fashion Talks’ by placing a personality or sense of character to the fashion items offered on the site with an engaging element.
The campaign rollout includes a selection of six billboards across Sydney train stations, with more set to appear across bus panels in the Sydney metropolitan area as well as trams across Melbourne, starting this week.
The campaign launch follows a phase of expansion for brandsExclusive, following an investment coup in June.
As previously reported on ragtrader.com.au, media company APN paid $36 million for a controlling stake in the online shopping club, vowing an additional $30 million if it reaches earnings targets.
As reported on ragtrader.com.au last month, brandsExclusive has since announced it will expand its empire with a launch into New Zealand, adding to its roster of fashion and lifestyle brands with several sought-after local labels.
BrandsExclusive head of marketing Geetika Marek Guz said 'Fashion Talks' is perfectly positioned to promote the platform as it continues to grow.
“The campaign was designed to communicate to consumers that brandsExclusive caters for a wide range of preferences and tastes. Whether it be trendy denim shorts, a preppy polo shirt or a designer evening dress by Jayson Brunsdon, each item speaks a different message, and are a reflection of the types of products and brands we feature on our website,” she said.
BrandsExclusive is Australia’s largest online shopping club, with approximately two million members and more than 80,000 joining each month. The platform sells products from over 800 local and international brands and has sold over 2.5 million items since its launch in May 2009.
BrandsExclusive was also recently awarded Best Mobile Commerce at the 2012 Online Retail Industry Awards, for its universal application which runs across both iPads and iPhones.