Once upon a time, shopping at Myer was a pastime that Australians treasured. Clemenger BBDO Melbourne hopes to rekindle Australia’s love for Myer, with its heritage campaign, Australia Lives Here, that explores the department store’s role in Australian’ memories by reminding them of the Myer products and experiences they’ve bought, used and cherished through the decades.
To bring the campaign into real Australian lives, Myer has curated a list of 100 items sold by Myer between 1900 and 2000 that have shaped Australian lives or brought about significant moments of societal change in Australia.
The first vacuum cleaner. The first television. The first Prue Acton dress. The original Sony Walkman. 70 of these products will be featured online at myer.com.au and at Myer’s Bourke Street store from August 8 to September 15, to celebrate the products from Myer that have shaped Australian culture to date.
And Myer is asking everyday Australians to help it to locate the remaining 30 items, that it is yet to find, to complete the iconic product list. Australians who have these items are invited to submit their story at myer.com.au and help complete the exhibition. Anyone who has an original will be in with a chance to win its 2017 equivalent.
See the list and enter here.
The successful products will be transported to, and displayed at, the exhibition as a celebration of Australian history, with all items and the 2017 equivalents returned to their owners once the exhibition is finished.
Michael Scott, executive general manager brand, marketing and loyalty, Myer, commented, “Every Australian has a Myer story to share. For my family, it was always a special occasion heading in to town from country Victoria for a shopping experience at Myer, and those memories and products have stuck with me over the years. Through Australia Lives Here, we are keen to hear from our customers on how these iconic products have played a role in their lives. This campaign and exhibition celebrates the beautiful stories that Australians have to share and documents the rich history of our country.”
