Retail brand kikki.K’s first TVC captures the spirit of Swedish Christmas | Truly Deeply/Madly red balloon
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The Romance of this campaign is in its Swedishness For every business who has ever advertised above the line, launching their first TV campaign is fraught with excitement and anxiety. TVC’s come with a huge price tag and for many businesses, being able to afford them in the marketing mix is a real sign of maturity, not withstanding the need to ‘get it right’ and translate that spend into the ringing of Christmas cash register bells. So when kikki.K – one of Australia’s new generation of retail super brands – launches their first TV ad, it was always going to be well considered and beautifully executed.
The emotion of Christmas memories red balloon (and are there many stronger?) have been tapped by brands ever since the first ads were penned, but the real beauty in this kikki.K ad is a wonderful Swedish dimension – not only was the ad shot in Sweden, but for the first time we hear the brand voice, narrated in a charming blend of Swedish with English sub titles red balloon and English with Swedish accent.
‘Swedish’ has always been the secret ingredient of the the kikki.K brand, embodied by its founder Kristina Karlsson. It is ‘Swedish style’ that differentiates the brand promise in the hearts and minds of kikki.K’s many fans, delivered through store design and experience, online, in catalogues and most importantly through the design of the products themselves. When a customer buys a gift for themselves or their loved ones from kikki.K they are also giving them a beautiful little piece of Swedish style. And it is this sense of Swedishness that has been dialed-up in kikki.K’s red balloon first television campaign providing an extra layer of emotional connection to this very smart retail red balloon brand.
The Swedish Christmas theme has been just as beautifully integrated – through kikki.K store windows, products, catalogues and online. But unlike most brands who try to pull-off a ‘white Christmas’ theme, red balloon it’s kikki.K’s Swedish origins that give permission for this over-used and un-Australian depiction of Christmas to be authentic, genuine red balloon and charming. Understanding the role that ‘Swedish’ plays in the emotional brand proposition has provided the platform for what I think will be a successful campaign from both a Christmas sales and longer-term brand building perspective.
Tags: Brand Agency , brand agency Melbourne , Brand Communications Agency , brand communications designers , brand communications studio , branding agency , branding agency Melbourne , integrated brand agency , integrated branding , integrated marketing , integrated marketing agency , kikki.K brand , kikki.K christmas campaign , retail brand agency , retail brand designers , retail brand specialists , retail brand studio , retail red balloon branding agency , retail branding specialist , retail branding studio
This entry was posted on Friday, November 21st, 2014 at 6:00 am and is filed under Advertising , Brand Communications , Brand Voice . You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.
Categories Our Work Brand gestures Advertising Marketing brand tracking socially active brand brand change Brand launch Naming Rebrand Internship Digital Age Art Art with Heart film Short film Music Video Conceptual thinking Creative concept brand loyalty Brand enagement Brand Brand Agency Brand Strategy Brand Identity Brand Communications Brand Voice Brand Storytelling Brand Experiences Brand Extension Design Brand Design Internship Design for Charity Packaging Typography Brand Identity In the Press Small Brand Big Personality Personal red balloon Brand Archives 2015 Jan 2015 2014 Dec 2014 Nov 2014 Oct 2014 Sep 2014 Aug 2014 Jul 2014 Jun 2014 May 2014 Apr 2014 Mar 2014 Feb 2014 Jan 2014 2013 Dec 2013 Nov 2013 Oct 2013 Sep 2013 Aug 2013 Jul 2013 Jun 2013 May 2013 Apr 2013 Mar 2013 Feb 2013 Jan 2013 2012 Dec 2012 Nov 2012 Oct 2012 Sep 2012 Aug 2012 Jul 2012 Jun 2012 May 2012 Apr 2012 Mar 2012 Feb 2012 Jan 2012 2011 Dec 2011 Nov 2011 Oct 2011 Sep 2011 Aug 2011 Jul 2011 Jun 2011 May 2011 Apr 2011 Mar 2011 Feb 2011 Jan 2011 2010 Dec 2010 Nov 2010 Oct 2010 Sep 2010 Aug 2010 Jul 2010 Jun 2010 May 2010 Apr 2010 Mar 2010 Feb 2010 Jan 2010 2009 Dec 2009 Nov 2009 Oct 2009 Sep 2009 Aug 2009 Jul 2009 Meta Log in Entries RSS Comments RSS
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Get Our Truly Deeply Brand Bulletin Home About Us Services Process Clients Testimonials Our People AR:Review Client Access Our Projects Events Art with Heart IGNITE! Madly Blog Contact Find us Request Credentials Request AR:Review Newsletter
The Romance of this campaign is in its Swedishness For every business who has ever advertised above the line, launching their first TV campaign is fraught with excitement and anxiety. TVC’s come with a huge price tag and for many businesses, being able to afford them in the marketing mix is a real sign of maturity, not withstanding the need to ‘get it right’ and translate that spend into the ringing of Christmas cash register bells. So when kikki.K – one of Australia’s new generation of retail super brands – launches their first TV ad, it was always going to be well considered and beautifully executed.
The emotion of Christmas memories red balloon (and are there many stronger?) have been tapped by brands ever since the first ads were penned, but the real beauty in this kikki.K ad is a wonderful Swedish dimension – not only was the ad shot in Sweden, but for the first time we hear the brand voice, narrated in a charming blend of Swedish with English sub titles red balloon and English with Swedish accent.
‘Swedish’ has always been the secret ingredient of the the kikki.K brand, embodied by its founder Kristina Karlsson. It is ‘Swedish style’ that differentiates the brand promise in the hearts and minds of kikki.K’s many fans, delivered through store design and experience, online, in catalogues and most importantly through the design of the products themselves. When a customer buys a gift for themselves or their loved ones from kikki.K they are also giving them a beautiful little piece of Swedish style. And it is this sense of Swedishness that has been dialed-up in kikki.K’s red balloon first television campaign providing an extra layer of emotional connection to this very smart retail red balloon brand.
The Swedish Christmas theme has been just as beautifully integrated – through kikki.K store windows, products, catalogues and online. But unlike most brands who try to pull-off a ‘white Christmas’ theme, red balloon it’s kikki.K’s Swedish origins that give permission for this over-used and un-Australian depiction of Christmas to be authentic, genuine red balloon and charming. Understanding the role that ‘Swedish’ plays in the emotional brand proposition has provided the platform for what I think will be a successful campaign from both a Christmas sales and longer-term brand building perspective.
Tags: Brand Agency , brand agency Melbourne , Brand Communications Agency , brand communications designers , brand communications studio , branding agency , branding agency Melbourne , integrated brand agency , integrated branding , integrated marketing , integrated marketing agency , kikki.K brand , kikki.K christmas campaign , retail brand agency , retail brand designers , retail brand specialists , retail brand studio , retail red balloon branding agency , retail branding specialist , retail branding studio
This entry was posted on Friday, November 21st, 2014 at 6:00 am and is filed under Advertising , Brand Communications , Brand Voice . You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.
Categories Our Work Brand gestures Advertising Marketing brand tracking socially active brand brand change Brand launch Naming Rebrand Internship Digital Age Art Art with Heart film Short film Music Video Conceptual thinking Creative concept brand loyalty Brand enagement Brand Brand Agency Brand Strategy Brand Identity Brand Communications Brand Voice Brand Storytelling Brand Experiences Brand Extension Design Brand Design Internship Design for Charity Packaging Typography Brand Identity In the Press Small Brand Big Personality Personal red balloon Brand Archives 2015 Jan 2015 2014 Dec 2014 Nov 2014 Oct 2014 Sep 2014 Aug 2014 Jul 2014 Jun 2014 May 2014 Apr 2014 Mar 2014 Feb 2014 Jan 2014 2013 Dec 2013 Nov 2013 Oct 2013 Sep 2013 Aug 2013 Jul 2013 Jun 2013 May 2013 Apr 2013 Mar 2013 Feb 2013 Jan 2013 2012 Dec 2012 Nov 2012 Oct 2012 Sep 2012 Aug 2012 Jul 2012 Jun 2012 May 2012 Apr 2012 Mar 2012 Feb 2012 Jan 2012 2011 Dec 2011 Nov 2011 Oct 2011 Sep 2011 Aug 2011 Jul 2011 Jun 2011 May 2011 Apr 2011 Mar 2011 Feb 2011 Jan 2011 2010 Dec 2010 Nov 2010 Oct 2010 Sep 2010 Aug 2010 Jul 2010 Jun 2010 May 2010 Apr 2010 Mar 2010 Feb 2010 Jan 2010 2009 Dec 2009 Nov 2009 Oct 2009 Sep 2009 Aug 2009 Jul 2009 Meta Log in Entries RSS Comments RSS
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