Retail chain BIG W has launched a back-to-school campaign that encourages kids to ‘Start Something Great’ by harnessing the excitement around the start of a new school term.
Airing across the country from this week, the campaign – created by M&C Saatchi – encompasses three 15-second TVC spots which capture kids’ treasured experiences at school. Check out the first spot below:
BIG W’s ‘Start Something Great’ campaign also features the retailer’s inaugural study on Australians’ back-to-school shopping habits. Led by integrated agency Magnum & Co, the research unearthed interesting spending insights of Australian parents.
The campaign is supported through social media with the Proud Parent Moment competition on BIG W’s Facebook, which invites Aussie parents to share a photo and story of an achievement their child has made in the lead-up to starting school.
BIG W’s ‘Start Something Great’ integrated campaign also includes radio, online, out-of-home, SEM and PR elements.
Kristen Linders, general manager of marketing at BIG W, said: “Back to school is a defining occasion in child’s year, so we wanted to authentically celebrate the moments that Aussie kids experience – from new friendships to fun schoolyard games.
“As a mother, I appreciate just how challenging back-to-school shopping can be, so it’s great that BIG W enables families to save both time and money by getting everything they need under one roof, at low prices.”
Client: BIG W
General manager of marketing: Kristen Linders
Head of brand and category marketing: Carly Bowra
Marketing manager: Ruchi Agarwal
Head of design, production and store marketing: Rebecca Spurr
Head of media buying, social media and PR: Fiona Harrop
PR manager: Michelle Bartolo
Social media manager: Alice Harrison
Creative agency: M&C Saatchi
Media agency: Woolworths@DAN
PR agency: Magnum & Co