Department store David Jones launched its first ever multi platform campaign this week, to spruik its expanded denim offering.
The 'Denim Seeks Soulmate' campaign will incorporate unique initiatives including pop up bars and interactive digital experiences with the aim to help customers find the perfect pair of jeans.
David Jones has partnered with Visual Jazz Isobar (VJI) for the omni-channel campaign, with David Jones Ambassador Montana Cox and international model Christian Jorgensen selected to front the fresh approach.
Renowned stylist and creative consultant Romy Frydman from Style Me Romy will also join forces exclusively with the retailer to offer customers unique style advice on how to wear their favourite pair on Style Me Romy and David Jones’ ‘Black and White’ blog, as well as making an in-store appearance for one-on-one consultations.
David Jones Ambassador and New York resident Jason Dundas will also take customers on a digital journey of the denim phenomenon producing exclusive pictorial and video content for the new campaign.
David Jones stores will come to life with a range of in-store theatres, with customers also offered the opportunity to become part of the campaign by participating in the interactive dressing rooms.
The interactive dressing rooms have been designed to take a photograph of customers in their best denim ensemble and then allowing them to upload the images and share via social media channels such as Facebook and the David Jones dedicated URL denim.davidjones.com.au.
Extending beyond the David Jones stores, special David Jones denim pop up bars will also operate in Westfield Sydney and Bondi Junction, with fashion advisors on hand and iPads equipped to help source a range of denim options for customers.
VJI associate planning director Hannah Donovan said the campaign and the modern approach signals a new era for David Jones.
“For us, this campaign isn’t just about advertising denim but really adding value to the customer experience online and in-store. The focus has been on using digital technology and content to fast track people on their journey to find their perfect pair of jeans and ensure they have fun along the way,” she said.
“We’re extremely proud of this campaign; it’s exciting to see an Australian icon like David Jones change things up and become more experimental.”
David Jones group executive of merchandise Donna Player added that the campaign will showcase what the department store still has to offer.
“The denim campaign is an exciting new venture for David Jones and we are delighted to celebrate this iconic wardrobe staple as well as David Jones’ unparalleled Australian and international denim collections.
“We have approached this campaign with unique and new concepts on every level from engaging our customers with heightened in-store experiences and theatre to detailed digital integration and interaction.”