David Jones' 'bold and sassy' campaign and new iPad app

David Jones has revisited its roots in a new marketing campaign by dusting off its 1950’s logo and adding ‘since 1838’ to its tagline.

This year marks David Jones’ 175^th anniversary and the department store has embraced its history for its autumn and winter advertising campaign created by M&C Saatchi.

David Jones’ ambassador Miranda Kerr (pictured) is the star of the three 30-second TVCs, the first of which launched last night.

Kerr flaunts the season’s looks from the retailer’s list of Australian designers before the ad is wrapped up with a view of the new tagline and the curvy 1950s logo is overlayed on top of its modern counterpart.

The campaign will include an 84-page Brand Book featuring all the 2013 Autumn looks, a 48-page Design Edit Book, a Home Book and a Beauty Book.

DJs also has press ads in high-end fashion magazines with the campaign brought to the streets with JC Decaux street furniture executions in Sydney and Melbourne.

The creative is based on the ‘store as the stage’ concept wit Tom McFarlane, regional creative director for M&C Saatchi, describing the TVCs as “big, bold and sassy”.

Andrew Henderson, creative director at David Jones, said: “This campaign brings both our store and our fashion literally back to the spotlight. It's the perfect moment to glance back at our incredible heritage, as we look forward to a beautiful season and an exciting future".

Meanwhile, the retailer has created its first retail app with an iPad application called The David Jones Magazine.

The app, available on iTunes now, acts as an interactive shopping catalogue featuring guest editorial.

Gary Davey, marketing manager for David Jones, said: “Since announcing our digital strategy in November we have seen significant levels of engagement and a very pleasing amount of traffic to the David Jones online site. By adding our new mobile application into the mix we will be offering customers an even better shopping experience.”

“We want our customers to be able to access more than 1000 brands we have on offer, when and where they want. An app for tablet devices allows customer to get inspired and also experience one of many new ways to shop with us.”

The app was created using the Adobe Digital Publishing Suite.

“We are starting with a tablet app, but we are planning to use the platform to scale to multiple devices as we want, whether that’s Android devices or the iPhone,” Davey added.

“The Digital Publishing Suite’s analytics service will also help us to understand how our customers are using our content, so we can improve on it and deepen reader engagement.

“For the first time David Jones customers anywhere in Australia can browse the latest brands and designs on their tablets and click through to the website, making shopping easy, and driving revenue as a result.”

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