"We invoked the first law of advertising with this one, get noticed."
Australia and New Zealand's fashion and lifestyle platform THE ICONIC has launched a new brand platform, coinciding with its refreshed company purpose: ‘Creating a better way for people to shop’.
Created in partnership with Dentsu Creative and Love Media, ‘Got You Looking’ is more than a stand-alone marketing campaign — it's a masterbrand approach that will live at the heart of THE ICONIC threading everything together across the platforms ecosystem, including paid media, cx, ecomm and app touchpoints.
Jere Calmes, CEO at THE ICONIC, says 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," says Calmes.
Joanna Robinson, CMO at THE ICONIC, says 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," says Robinson.
"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.”
An integrated campaign will roll out across owned, paid and earned media, with a range of executions bringing to life some of the different ways you can shop at THE ICONIC: fashion, sport, beauty, exclusives and pre-loved - all with the renowned fast delivery offering.
Love Media has secured a bold media buy that engages Australians and gets them looking with video, cinema, OOH and high impact display placements.
Ben Coulson, chief creative officer at Dentsu Creative says, the agency 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," he says.
Credits:
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
Dentsu Creative
Chief Executive Officer: Kirsty Muddle
Chief Strategy Officer: David Halter
Strategy Director: Nat Kuznetsova
Chief Creative Officer: Ben Coulson, Mandie Van Der Merwe, Avish Gordhan
Executive Creative Director: Sarah McGregor
Associate Creative Director: 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 and Roz Scrimshaw
Production: Good Oil
Director: Natasha Foster
Photographer: Cole Bennetts
Executive Producer: 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
