Visual Jazz Isobar is behind a new journey to find the perfect pair of jeans for David Jones customers.
The retailer is this week launching its first multi-platform campaign, ‘Denim seeks a soulmate’, to promote its denim ranges. The campaign is running across press, outdoor, experiential, in-store and digital.
Interactive dressing rooms have been created to help customers find a new pair of jeans.
Romy Frydman, stylist and creative consultant from Style Me Romy, will offer customers style advice on how to wear your favourite pair of jeans on the Style Me Romy and David Jones Black and White blogs, as well as making an in-store appearance for face-to-face consultations.
David Jones ambassador Montana Cox and model Christian Jorgensen also star in a new campaign designed to capture denim’s sexiness.
And David Jones pop-up bars will be set up in Westfield Sydney and Bondi Junction, where fashion advisors will explore denim options that suit customers’ favourite looks.
Hannah Donovan, associate planning director at Visual Jazz Isobar, said: “For us, this campaign isn’t just about advertising denim but really adding value to the customer experience online and in-store. The focus has been on using digital technology and content to fast track people on their journey to find their perfect pair of jeans and ensure they have fun along the way.
“We’re extremely proud of this campaign – it’s exciting to see and Australian icon like David Jones change things up and become more experimental.”
David Jones =group executive of merchandise, Donna Player, added: “The denim campaign is an exciting new venture for David Jones and we are delighted to celebrate this iconic wardrobe staple as well as David Jones’ unparalleled Australian and international denim collections.
“We have approached this campaign with unique and new concepts on every level from engaging our customers with heightened experiences and theatre to detailed digital integration and interaction.”