DJs praised for 'ballsy' vid, despite lack of mobile function

DJs praised for 'ballsy' vid, despite lack of mobile function
SHARE
THIS



David Jones’ foray into shoppable video has been hailed for its “ballsiness”, but blasted for not being clickable on mobile devices favoured by its youth target market.

Yesterday the department store released the first iteration of its #WeAre campaign aimed at capturing the youth market, with a clickable YouTube video created by Visual Jazz Isobar (see below).

Bernie Johnson, a director at Adrenalin Media, gave “kudos” to DJs for allowing their agencies to go down the route, adding: “I love the ballsiness of a retailing behemoth like DJs having a crack at an innovation like this.”

He also praised the user experience on the desktop version, praising the click zone being integrated on the video itself.

“The overall concept of the #WeAre campaign is brilliant, with a slick production piece backed by am amped-up soundtrack,” he added.

“Integrating the smarts of a direct-response layer through the clickable points is a great way of connecting consumers and leveraging the emotive angle of the campaign."

Ross Bark, principal e-commerce consultant at Salmat agreed the video looked good, but said it needed to have a listing of products overlaying the video, citing examples from ASOS and Barney’s in New York (see video here).

“This is the key – consumers want a shopping experience which has smooth interactions across all channels, which provides the best possible convenience – and this is the biggest challenge,” he added.  

Both also took issue with the lack of shopability of the video on mobile, the medium of choice for the youth demographic the brand is looking to target, something Bark said is likely to “frustrate” them.

But both gave the brand credit for creating “differentiation” in the digital space from other Aussie retailers by using the video.

Bark added: “What matters most for today’s retailers is they need to help consumers find what they want, when they want it and the DJ’s new shoppable video is half way there.”

http://www.youtube.com/watch?v=wK4sBfROFmw

Please login with linkedin to comment

Latest News

How To Create Connections To Increase Your Influence
  • Opinion

How To Create Connections To Increase Your Influence

Darren Fleming (pictured below) is a speaker, author and trainer who specialises in helping leaders influence their teams. He is the author of Don’t be a D!ck – creating connections that make influence happen. In this guest post, Fleming offers proven tips on how to improve staff connections and your influence around any office… The secret to […]

Opinion

by B&T Magazine

B&T Magazine
PayPal Unveils “Uncle Awesome” In Witty Christmas Spot Via Buzzman
  • Advertising
  • Campaigns

PayPal Unveils “Uncle Awesome” In Witty Christmas Spot Via Buzzman

A dodgy uncle is the star of PayPal’s new Christmas spot set to air across 15 european countries this festive season. The work of famed Parisian agency Buzzman, the ad plays on the traditional family Christmas and the arrival of an uncle notorious for his over-touching, cheating and over-eating. This time around, thanks to Paypal, Mr […]

Isentia Builds Out Executive Team With Three New Appointments
  • Media

Isentia Builds Out Executive Team With Three New Appointments

Isentia Group Limited has announced three senior appointments to its executive leadership team to accelerate product enhancement, operational efficiencies and support ongoing transformation. Following an extensive search, Paul Russell has been appointed chief technology officer (CTO), Kelly Young chief human resources officer (CHRO) and Peter McClelland chief financial officer (CFO). Ed Harrison, Isentia chief executive officer and managing director, […]

Ovarian Cancer Australia Says ‘It’s Time For Ovary-Action’
  • Campaigns
  • Media

Ovarian Cancer Australia Says ‘It’s Time For Ovary-Action’

Ovarian Cancer Australia has launched its first pieces of work via agency 10 feet tall. ‘It’s time for ovary-action’ is their empowering, new creative platform that aims to rally all Australians to stand up and take action for the cause. The launch includes a quirky content video accompanied by print and radio components that aim […]

Assembly Label Appoints The Wired Agency
  • Media

Assembly Label Appoints The Wired Agency

One of Australia’s leading fashion brands, Assembly Label has officially appointed The Wired Agency as its exclusive digital campaign partner. As a market leader in the ‘simplified essentials’ space; quickly becoming renowned for their minimal approach to design and clothing construction, Assembly Label has recently opened their tenth retail location as well as being well-represented […]