Myer wants to attract shoppers back in-store. It has brought a host of new brands on board – TOPSHOP TOPMAN, Jack & Jones, Nine West, Seed, Stella McCartney intimates and Tiger Mist among them – and has undergone what it considers to be a significant transformation.
Agency, Clemenger BBDO, has clever realised that Myer has (always had) an asset onto which it can hook a new enticement to buy from its new Autumn/Winter range. Its no problem returns policy.
The new campaign is No Regrets, a classic call to be more adventurous and give in to temptation. Myer’s return policy has been named the No Regrets Policy – the safety net shoppers need to do that – to be more adventurous and give in to temptation knowing that if they change their mind, they can return their purchase.
Daniel Bracken, Myer chief merchandise & marketing officer and deputy chief executive officer commented, “We want our customers to see our transformation for themselves, and visit our stores to see these great new brands, layouts and service improvements.”
Simon Lamplough, group managing director at Clemenger BBDO added, “While the impressive range of new brands provides a timely reminder to customers that Myer is changing, we felt we also needed to provide a rational safety net to give customers’ permission to shop.
“Australians know they can rely on the Myer Returns Policy so re-launching it with a fresh tonality felt both necessary for the campaign to be successful as well as appropriate for Myer’s ongoing brand transformation.”
The campaign launched on February 8 in-store and across all Myer’s owned channels. It will get cheekier as the campaign progresses.
Large format outdoor, in-centre media, AdShel, catalogues and digital are being used to issue playful provocations to get people out and shopping.
The No Regrets Policy both underpins these messages and features in its own communications.
Agency: Clemenger BBDO Melbourne
Creative chairman: James McGrath
Creative directors: Carolyn Mackintosh, Evan Roberts & Stephen de Wolf
Creative group head: Tania DeMasi
Art directors: Rupert Carr-Gregg, Thalia Economo & Roxanne Dalton
Copywriters: Dennis Marchese, Kirsty Bennett & Alberta Gunner Design director: Jake Turnbull
Group managing director: Simon Lamplough
Business director: Kellie Lennon
Account directors: Sam McConnell & Grant Oorloff
Account managers: Tina Fouyaxis, Nadia Mattarucco & Carrie Hack
Operations director: Sharon Adams
Senior planner: Matt Kingston
Daniel Bracken: Chief merchandise & marketing officer and deputy CEO
Natalie Warren-Smith: GM marketing strategy & communications
Joanne Brennan & Tenielle Dunstall: Senior marketing managers