Online fashion giant The Iconic has launched a campaign to snatch more market share from traditional retailers.
The etailer has released a TV campaign for Australia and New Zealand highlighting “all that is inconvenient with traditional retail shopping”, in a move to gain more ground on bricks-and-mortar operators.
The campaign, produced by Mighty Nice and directed by Simon Robson, features growing YouTube sensation, the Bondi Hipsters (Christiaan Van Vuuren and Nick Boshier), and is the first time the duo will appear via a TVC.
Commenting on the campaign, The Iconic said the spot “touches on the common issues many shoppers face when visiting traditional retailers”, from “over-flowing car parks to unhelpful sale attendants”.
The Iconic co-founder Finn Age Haensel added that the TVC signals a new era for the etailer.
“After creating awareness with our first campaign, we are now focusing on converting offline shoppers to shop online with The Iconic. We’ve worked together with the Bondi Hipsters to deliver an entertaining insight on the benefits of online shopping,” he said.
The TVC is set to run for the next six to 12 months and will air across all major free to air networks in addition to promotion on radio and online channels.
The Iconic was launched in October 2011 by Adam Jacobs, Andreas Otto, Cameron Votan and Finn Haensel and was recently awarded the Best New Online Retailer for 2012 at the Online Retail Industry Awards.
To view the new campaign from The Iconic click here.