A leading local shopping platform has finally launched a project 1.5 years in the making.
BrandsExclusive, one of Australia’s leading online flash sale sites for fashion and lifestyle, has confirmed the launch of a fresh local campaign titled ‘Envy’, as it moves to snatch up more of the market.
Conceptualised by independent creatives Jen Barnett and Matt Smith and photographed by internationally renowned and awarded photographer, Bruce Allan, the fashionable, tongue-in cheek campaign has been developed to “communicate the concept of ‘Envy’ as a master motivator”.
The campaign will appear across a selection of outdoor advertising panels across NSW and VIC from this week, and will be supported by activity across radio, online advertising, print and social media channels.
Commenting on the new campaign’s release, BrandsExclusive digital, crm & brand manager Clare Zacka said it marked the completion of a long-term goal for the company.
“BrandsExclusive has experimented in traditional media and advertising in the past with our ‘Fashion Talks’ campaign in Oct/Nov 2012. This campaign represented a significant test for our business, and with very few pure-plays spending on above-the-line activity we really didn’t know how big the halo would be or if we would see one at all.
For an e-commerce business, the attraction of measureable, controllable and scalable results driven by online spend that can also be optimised over time, is extremely attractive and completely within our comfort zone. But ATL advertising has worked for us in the past, obviously not in the same way as online, but certainly in a way that justifies the launch of this brand campaign,” she said.
“Envy represents the culmination of a project that has been 1.5 years in the making. We engaged the team at The General Store to work with us on creating a new visual identity for our brand and over the months that ensued we have launched a new brand architecture, defined and adopted our brand soul, merged and relaunched our website, revitalised our visual assets and focused on our brand positioning. The focus for the business is now to reinforce our brand positioning within the market, and we’re confident the Envy campaign will spearhead this for us – it’s a bit cheeky, it’s very beautiful visually and the message although subtle, is strong.”
Creative director Matt Smith added that the 'Envy campaign' perfectly encapsulates BrandsExclusive's prerogative and targets its core market to a tee.
“The call to action, ‘Don’t get envious, get even’ empowers women to shop smarter with BrandsExclusive. If you look great, your home is gorgeous, your kids are well dressed and you’re paying a fraction of what one would expect for such a lavish lifestyle, you are a woman to be envied. brandsExclusive gives everyone the chance to get even, regardless of how much money you have.”
BrandsExclusive currently boasts an impressive 2.8 million members with up to 80,000 new members joining each month. In 2013 BrandsExclusive was recognised as the BRW Fast Starter of the year and in 2012, the company won Best Mobile Commerce at the annual ORIA awards and was awarded as the Deloitte Technology Fast 50 Rising Star. In mid-2012, the company added to its growing portfolio with a launch into the New Zealand market.