AUNZ fashion and lifestyle platform, The Iconic, did not have a stellar January thanks to a fake order drama that it had to rectify. Now it is aiming to rebuild its remarkable popularity with a new brand platform and a refreshed company purpose, Creating a better way for people to shop.
Dentsu Creative and Love Media have given the brand a seductive you appeal with a masterbrand approach, Got You Looking, that will thread everything together across every touchpoint. The creative has been deliberately crafted to draw attention, encouraging viewers to double-take the image. It also subtly underlines the brand’s popularity (and in fashion this matters enormously). With 20 million visits per month, 2,000 app downloads every day and a growing social media nearing 2 million, The Iconic is the brand that makes you look.
Ben Coulson, chief creative officer at Dentsu Creative, stated, “We invoked the first law of advertising with this one, get noticed. Got You Looking talks to the effect new clothes have, while setting us a nice challenge with each piece of work. It’s a perfect platform for The Iconic, one that we can have a lot of fun with for a long time to come.”
The full campaign covers owned, paid and earned media covering video, cinema, OOH and high impact display placements.
Jere Calmes, chief executive officer at The Iconic, commented “At its core, The Iconic, is constantly striving to do things better than the traditional status quo, better than normalised expectations. Our revived purpose not only pays homage to our disruptive roots but also fuels every aspect of our business as we look to the future. From enhancing our customer experience and technology, advancing our people and planet progress and forging meaningful brand partnerships, we’re driven by our unwavering commitment to be better.”
Joanna Robinson, chief marketing officer at The Iconic, added, “The Iconic has a history of doing things that turn heads. Twelve years ago, we set out to disrupt retail in Australia and New Zealand by creating a better way for people to shop. And we’re still creating better ways today.
“We set a new industry standard with our unmatched delivery offering and free returns and continue to create memorable experiences that leave our customers looking for more. This campaign draws inspiration from our legacy, aiming to stop people in their tracks and serve as a reminder of why they love shopping with The Iconic.”
Credits:
Client: The Iconic
Chief Executive Officer: Jere Calmes
Chief Marketing Officer: Joanna Robinson
Head of Brand and Media: Georgia Thomas
Head of Creative: Lisa Ballard
Head of Communications: Elizabeth Anderson
Brand Manager: Rachael Cameron
Director Creative Marketing and Ecommerce Production: Julie Song
Head of Style: Nicole Adolphe
Head of Design: Angela Joseph
Agency: Dentsu Creative
Chief Executive Officer: Kirsty Muddle
Chief Strategy Officer: David Halter
Strategy Director: Nat Kuznetsova
Chief Creative Officers: Ben Coulson, Mandie Van Der Merwe, Avish Gordhan
Executive Creative Director: Sarah McGregor
Associate Creative Directors: Leisa Ilander, Gillian Dalla Pozza
Designer: Mike Papa
Senior Motion Designer: Emanuele Franco
Group Account Director: Nicky Webster
Account Executive: Emma Heazlett
Senior Producer: Tom Pearce & Roz Scrimshaw
Production: Good Oil
Director: Natasha Foster
Photographer: Cole Bennetts
Executive Producers: Simon Thomas & Juliet Bishop
Producer: Ellie Craven
Director of Photography: Tony Luu
Editor: Joss Eastwood
VFX: Andreas Wanda
Art Director: Cloe Jouin
Colourist: Matt Fezz
Music and Sound: Rumble
Senior Sound Designer: Cam Milne
Media: Love Media
Managing Director: Rob Wall
Head of Media: Meredith Graham
Client Director: Ash Toeke
