Kmart (Australia): 1000 Mums

This campaign, from retailer Kmart in Australia, aimed both to improve quality perceptions and promote the company's low prices.

Kmart (Australia): 1000 Mums

BWM

The Kmart (Australia) "1000 Mums" campaign was conceived to reignite the market's interest in a brand that had been all but abandoned by its primary market – mothers.

The business situation

In 2011, the Australian retail sector was in the doldrums (Australian Bureau of Statistics: NSW Department Stores recorded annualised decline of 3.7% 2010 to 2011, a loss of AUD$222 million), dogged by shopper's ability to choose cheaper online imports. And the market was more focussed on saving than spending.

Kmart, a discount department store, one of Australia's biggest retailers for 40 years with 180...

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