David Jones has released a new youth-focused advertising campaign called ‘#WeAre” with the department store’s first ever shoppable video.
The campaign, created by Visual Jazz Isobar, and shoppable video places the viewer in control of the content with five different #WeAre options taking the consumer through to different fashion options.
The video, featuring David Jones youth ambassador Montana Cox, encourages consumers to click on the clip at different points, directly linking to the pictured style’s products. To play with the video click here.
Digital experts last week told B&T the new shoppable video’s was the most exciting change in David Jones’ recent round of ecommerce updates.
In a release announcing the campaign DJs said its youth fashion category is “becoming an increasingly significant target market for the business”, following significant growth over the past three years.
Chief executive and David Jones MD Paul Zahra said: "We identified the Youth Fashion market as a true opportunity for David Jones. In addition to refining our offer to ensure we offer the fashion brands that this customer wants, we have been focusing on engaging with these customers in a manner that they can relate to.”
"Our #WeAre campaign is a reflection of this and delivers a true omni-channel experience via interactive digital mediums and in store theatre and events.”
The ‘#WEARE’ hashtags are bold, stylists, wild, dreamers and rebels with each option unlocking different looks from DJ’s youth fashion brands including MinkPink, Maurie & Eve and Friend of Mine.
The campaign concept is “based on self-expression as opposed to a particular brand dictating a message” and features a user generated social media competition on Instagram.
“The campaign’s objective is to invite young Australians to express themselves in their own unique way, reflecting this demographics’ diverse range of attitudes towards fashion and style.”
The Instagram competition encourages consumers to share a photo of their favourite fashion style that they believe aligns with the five #WeAre hashtags to go into the draw to win David Jones gift cards.
The digital campaign is being brought to life in store today with a #WeAre Youth Fashion Parade at David Jones’ flagship store on Sydney’s Elizabeth Street.
Attendees will be able to meet the designers behind the brands, take part in beauty workshops as well as see live music and celebrity appearances.
Meanwhile, today marks the first business day since the handover of David Jones’ creative account from incumbent M&C Saatchi to Whybin\TBWA on September 1 following the pitch.