MyDeal.com.au made a splash in the online retail sector last week with its successful IPO on the ASX.
This week, however, the brand has made waves on television screens nationwide with the release of its lyrical 2020 Christmas campaign for the all-important December quarter, created in partnership with Cyclone Creative Agency.
While COVID-19 has affected consumer confidence, online retail sales have boomed throughout 2020, with MyDeal.com.au now poised to take a larger market share in a competitive online retail environment.
The campaign adopts a poetic and dinky-di Aussie tone to challenge customers all over the country to bag their own deal, like Scotty from Canberra who picked up a bargain suit-case for his trip to Hawaii.
As a seamless extension of the brand’s promise – offering everything for your home – the campaign uses clever, culturally relevant satire to showcase the wide range of affordable products on the platform.
“The idea itself was inspired by the real-time purchase pop-ups on retail websites. With a bit of creative license, we created our own suite of satirical location-based customer personas who, alongside playful animations and a dinky-di Aussie VO, demonstrated MyDeal.com.au’s ripper range and platform in a way that made our ads relevant, authentic and entertaining.” Says Leslie Preyer, Creative Director at Cyclone Creative.
Playing into classic, Australian cultural ‘ribbing’, these satirical stereotypes themselves work as an effective vehicle for showcasing the diverse product range while positioning the brand as the marketplace of choice for every Aussie.
“We’re really excited to see this campaign go to air. It’s a time of significant change and growth for our business and we can’t wait for customers in every corner of the country to explore our online marketplace and bag their own deal.” Says John Barkle, Head of Marketing at MyDeal.com.au.
The campaign comprises of a 30-second and 15-second TV ad and is now live, running until December 2020.
CREDITS:
Client: MyDeal.com.au
CEO: Sean Senvirtne
Head of Marketing: John Barkle
Creative Agency: Cyclone Creative
Managing Partner: Christian Vasquez
Managing Partner: Sam Hooper
Creative Director: Leslie Preyer
Copywriter: Millie Lester
Account Manager: Lucy Ingram
Producer: Lauren Napthine
Designer: Hanh Nguyen
Production House: Northey & Northey
Animator: Chris Northey
