David Jones today launched an integrated ATL campaign to mark 180 Years of Style in Australia, as it celebrates its 180th birthday with customers. Created in collaboration with Emotive, the multi-channel campaign pays homage to the iconic store’s role in shaping style in Australia and features the department store’s ambassadors and partners Adam Goodes, Jessica Gomes, Victoria Lee, Neil Perry and Carla Zampatti, alongside the most influential people in Australian fashion, Editor-in-Chief of Vogue Edwina McCann and Editor-in-Chief of Harper’s Bazaar Kellie Hush.
Central to the campaign is an evocative 60-second film that tells the David Jones story – which lives in the happy memories of so many Australians – through a heartfelt birthday toast, delivered by the talent. Some fondly recollect visiting the Spring Flower Shows and marvelling at the annual Christmas window displays, whilst others admire David Jones’ innovation and commitment to the latest globally inspired designs throughout the years. The 180th milestone birthday campaign is not only a commemoration of the brand’s history and its relationship with Australians, but also a toast to the future of an organisation that has stood the test of time and continues to evolve.
David Jones Chief Executive Officer David Thomas said, “It’s an incredible milestone for David Jones to celebrate 180 years. When you look back at our history, David Jones has been part of Australia’s fabric since almost the beginning and a driving force for style throughout the decades. Everyone has a story about David Jones, and it’s an honour and a privilege to play a role in the momentous occasions and rites of passage of so many Australians. We are lucky to work with the best in the business in food, fashion and beyond and we are delighted they could collaborate with us on this campaign to celebrate our birthday. We hope our customers will enjoy celebrating with us in store and online over the next four days.”
A major News Corp partnership will amplify the David Jones 180 Birthday campaign nationally online, in print and in store. The partnership will see the film amplified across News Corp digital network and also includes a full-colour wrap of the metro mastheads in Sydney, Melbourne, Brisbane and Adelaide featuring a hero image from the campaign, along with a timeline featuring key David Jones milestones through history.
The campaign assets will also be leveraged through David Jones’ own channels, including social media, website and eDM as communications go to customers about the various 180 celebrations kicking off from today that they can participate in.
Customer celebrations include 180 Birthday parties in CBD stores (Sydney, Melbourne and Brisbane on the 24th May; Perth and Adelaide on 25th May) where customers will enjoy complimentary sparkling wine, food and live DJs along with a range of special offers, instore appearances and activations.
David Jones has also created a Facebook Messenger Bot to help customers navigate instore celebrations – a go-to guide for discovering everything from the pop-ups and live events, to the gifts with purchases and limited time offers. Customer can find the Bot by searching for ‘David Jones’ in their Facebook Messenger App.
Paying homage to its history in Sydney, David Jones is hosting a public exhibit of 45 artworks by Sir Charles Lloyd Jones, grandson of Welsh founder David Jones and the company’s longest running chairman, on display in the windows of its Market Street store until 28th May.
Those wishing to celebrate online with David Jones can post a range of fun, limited-edition, David Jones 180 Birthday GIFs on their Instagram Stories (simply search davidjones) and David Jones invites all customers to share their celebrations with the hashtag #DJsTurns180.
Special 180 Birthday offers will run from Thursday 24th May to Sunday 27th May in all stores and online, and David Jones American Express Cardholders have additional benefits including additional savings, and the ability to 180,000 points when they spend $180 on their card.
A campaign hub has been created online for customers, housing information on birthday celebrations and offers in each state: www.davidjones.com.au/180birthday.
The campaign launches nationally today.
Film Creative & Production: Emotive
Audio Post-production: Rumble
Grade: Matt Fezz
Stills: Hugh Stewart
PR: David Jones
Charles Lloyd Jones Exhibition Curator: Eric Nash