best&less (2017)

Best&Less is a value fashion clothing retailer with almost 200 stores across Australia. Across 6 months I became deeply involved with the brand’s Local Area Marketing (LAM) campaigns which involved mostly digital assets. The clothing retailer offers clothing to a wide spectrum of ages including various seasonal styles which require a heavy level of campaigning across local areas surrounding Best&Less retail stores.

Work involved:
• Social Media including Facebook Canvas Ads • EDMs (email newsletters) • LAM (local area marketing)
• Animated Online Display Banners • Sizmek Banner Publishing • Photo-retouching markups • GIFs • Experiential Advertising Ideas

Brief: Recruitment booth needed a game for public to play to engage with potential jobs with company, open brief.
Problem: Brand is bland in marketing with some revitalisation from rebrand and new campaigns. Brand needs to find new ways to engage with customers and public.
Insight: People play tug of war in groups to test their strength.
Idea: Promote brands promise of quality thru testing garments tied in rope for a game of tug of war. Idea wasn’t implemented, potential benefits: isolated context such as a recruitment booth would be a place to test out experiential ideas to launch in full scale across country in various retail stores and shopping centres.
Potential results: Customers engaged in an original way and rewarded with gift cards for further engagement. (Think about full fleshed stretch into documentation, deep reach into tug of war, claim the game as being the brand’s asset in their marketing, bonds balls campaign scale with social relatability) ideas like selling tug of war kits. 

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