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Territory 2: ‘No Nonsense’


Overarching Branding Idea Kmart challenges the retail status quo and champions No Nonsense. Our belief system Let’s face it. There’s a lot of nonsense going on in retail these days. It’s nonsense to buy a whole lot of things you don’t need just because it’s on sale one day. It’s nonsense to check and compare 20 different brands, when the only thing that’s different is the logo.

It’s nonsense to buy one item on discount when the rest of the store is still on full price. It’s nonsense to put up with annoying sales blurbs and jargon. It’s nonsense to queue up for hours then still have to fight to get something in your size before stock runs out.  At Kmart, we’ve put an end to the nonsense by giving our customers what they want, low prices all day every day right across the store. 


The Manifesto (Putting some common sense back into retail) Society is fuelling a game-changing back-to-basics

So now you can leave your calculator at home, reclaim

movement, forever altering the role brands play

your life, and stop chasing the sale because Kmart has

in peoples’ lives.

simplified shopping with honest, low prices all day,

Kmart embraces consumers’ preference for companies who act with authenticity and transparency. No longer do shoppers have to endure annoying retail trickery in the pursuit of getting what they need because at Kmart we’ve stopped the retail nonsense.

every day right across the store. Now there’s a clear choice, the nonsense of other retailers’ temporary sales and offers or the refreshing common sense approach of Kmart. Because at Kmart we’ve put common sense into retailing.

No nonsense!


No Nonsense – Idea Articulation In this campaign, we are taken on a journey with a no-nonsense female presenter through the world of retail. She would be a well-known Australian ‘woman of the people’ – funny, observant and passionate about getting rid of the nonsense that is the retail landscape in Australia today… which is full of false promises and flag-waving in the form of sales, clearances and discounts. It’s all nonsense! Happily, she has discovered a different way of retailing and shopping with Kmart. She knows that the way Kmart is doing it makes sense and people deserve to hear about it. So she is delighted to expose the nonsense of others and instead, talk about the smart, simple Kmart alternative – low prices every day.


No-nonsense Women

Julia Morris

Fiona O’Loughlin

Julia Zemiro

Jo Stanley

Corinne Grant

Felicity Ward

Claire Hooper


Television Messaging Campaign: ‘No Nonsense’ Title

30”Message

15” Message

Characters

Launch ‘No Sales’

Anti-sales, $2 coffee cup, low prices everyday.

$9 toasters low prices everyday.

Julia Morris

‘Sales Speak’

Simple pricing, $10 jeans, low prices everyday.

Baby $5 jumpsuits low prices everyday.

Julia Morris

‘Clear Choice’

Clear choice, $49 vacuum cleaner, low prices everyday.

$10 Jeans low prices everyday.

Julia Morris


‘No Nonsense’ •

Launch rollout: Chapter 1: Shaking up the category with controversy – new line, press, PR, TV, staff Chapter 2: Building a Lighthouse identity: new look and feel, In-store pricing and cross-sell, TV, print


No Nonsense 30 Brand Launch TV – No Sales WE OPEN ON OUR PRESENTER WALKING THROUGH DIFFERENT DEPARTMENT STORES AND KMART. PRESENTER ‘Did you know that the idea of buying something on ‘sale’ is a complete red herring.’ ‘Sales are just a way to shift old stock and get you to buy more stuff.’ ‘It’s all nonsense!’ ‘But Kmart doesn’t have sales.’ ‘They’ve very cleverly worked out that all we really want is to pay the lowest price every day.’ ‘So prices don’t go up and down like a yo-yo all year round.’ ‘And you can get what you need when you actually need it.’ ‘Including this thingamijig here for $2.’ ‘Kmart. Low prices. No nonsense. Every day.’ Logo

Kmart

Super

Low prices. No nonsense. Every day.


No Nonsense 30 Brand Launch TV – Sales Speak WE OPEN ON OUR PRESENTER WALKING THROUGH DIFFERENT DEPARTMENT STORES AND KMART. PRESENTER ‘Did you know that just because you shout a price or write it really big it doesn’t make the value any better.’ ‘Kmart just uses lovely simple pricing across the store.’ ‘There’s no $9.99 when we all know it’s really $10.’ ‘And seriously, you couldn’t get your one cent in change even if you wanted to.’ ‘And at this place, they don’t say ‘Hurry - ends soon!’ – because at Kmart it doesn’t.’ ‘Kmart. Low prices. No nonsense. Every day.’ Logo

Kmart

Super

Low prices. No nonsense. Every day.


No Nonsense 30 Brand Launch TV – Clear Choice WE OPEN ON OUR PRESENTER WALKING THROUGH DIFFERENT DEPARTMENT STORES AND KMART. PRESENTER ‘Did you know that some retailers think having 100 different types of each product in store is smart?’ ‘Nonsense! It just gives you a headache and frown lines.’ ‘At Kmart, they’ve got just the right amount of lovely things so you can get exactly what you want without any of the stress.’ ‘And they do it all at the lowest possible price year round.’ ‘Of course, if you’re particularly indecisive, you can always flip a coin.’ ‘Kmart. Low prices. No nonsense. Every day.’ Logo

Kmart

Super

Low prices. No nonsense. Every day.


Brand/Price 15 TV – Toaster PRESENTER (EATING TOAST IN FRONT OF A $9 KMART TOASTER) ‘It’s a well-known fact that toast from a $9 toaster tastes just as good as toast from a $129 toaster.’ Super

$9

Logo

Kmart

Super

Low prices. No nonsense. Every day.


Brand/Price 15 TV – Baby Jumpsuit PRESENTER (COO-COOING OVER BABY IN COT GIGGLING IN A $5 KMART JUMPSUIT) ‘Babies are delicious, but they grow faster than you can actually buy clothes for them.’ (She looks at the baby) ‘There you go. Another size up.’ Super

$5 jumpsuit

Logo

Kmart

Super

Low prices. No nonsense. Every day.


Brand/Price 15 TV – Mens Jeans PRESENTER (LOOKING AT HER MAN IN HIS WELL-FITTING KMART $10 JEANS, PERHAPS WIPING HIS HANDS ON THEM OR COMING IN FROM WORKING ON THE CAR COVERED IN GREASE) ‘Sometimes the man in your life just does not need $200 designer jeans.’ Super

$10 jeans

Logo

Kmart

Super

Low prices. No nonsense. Every day.


Press Press “You know what? Sales are a complete red herring.”

Sales and discounting are a lot of flag-waving nonsense to get you in store. You very rarely get what you want when you want it. Kmart has put the sense back into this nonsense. You get the one everyday low price on all your favourite products year round, with simple pricing, clear store layouts and friendly service. Doesn’t that make sense?

LOW PRICES. NO NONSENSE . EVERY DAY.

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4/03/11 11:58 AM


Press

Press

Toast from a $9 toaster tastes just as good.

LOW PRICES. NO NONSENSE . EVERY DAY.


Press

Press

Your butt looks just as good in $10 jeans. (And your wallet looks heaps better.)

LOW PRICES. NO NONSENSE . EVERY DAY.


Press

Press

Babies grow fast.

5

$

Jumpsuits

LOW PRICES. NO NONSENSE . EVERY DAY.


Catalogue cover

Everyday living. Everyday low prices. Homemaker ceramic ball lamp. Available in different colours. $10.

Homemaker paper floor lamp. Height 137cm. $15.

Homemaker Emily cushion. 43 x 43cm. $5.

Assorted small basketware. Also available in large. $10.

Homemaker cotton floor mat. 50 x 80cm. More colours available in store. $5.

LOW PRICES. NO NONSENSE . EVERY DAY.


Catalogue spread

All day breakfast on a budget

Homemaker black loose cookware. Sorry no rainchecks. $10ea.

Homemaker banquet fry pan. Sorry no rainchecks. $29.

our price

60

$

5 piece set Homemaker rice cooker. 5 cup capacity. $15.

Homemaker 1.7 litre stainless steel kettle Homemaker 2 slice toaster 14 piece knife block set Homemaker salt and pepper shakers 2 Homemaker cups


Banner

LOW PRICES. NO NONSENSE. EVERY AISLE. EVERY DAY.


Banner


Website

NO SALES. NO NONSENSE. JUST LOW PRICES EVERYDAY. DAY. LOW PRICES. NO NONSENSE . EVERY

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Community website


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Kmart Part 2