Kmart: Can you feel it?

Rachel Edwardes and Ken Roberts
Forethought Research

Campaign details

Brand owner: Wesfarmers
Agency: Forethought Research
Brand: Kmart
Country: Australia
Industry: Department stores
Media budget (USD): $10 - $20 million
Channels used: Outdoor, out-of-home, Point-of-purchase, in-store media, Radio, Social media, Television

Executive summary

Kmart, the discount general goods retailer, was struggling in the Australian market to convince mums that its goods had the quality and price to compete with those of rival chains.

This case study describes how the chain used innovative new research techniques to identify which discrete emotions drove consumer decision-making. The insights gained from this research were then used to shape the communications creative developed for a television advertising campaign.