Dentsu Creative and Love Media have launched a new brand platform for The Iconic, coinciding with its refreshed company purpose: ‘Creating a better way for people to shop.’

‘Got You Looking’ is Dentsu Creative’s first major brand campaign for The Iconic and is a masterbrand approach that lives at the heart of The Iconic and threads across paid media, cx, e-commerce and app touchpoints.

Meanwhile, the creative has been deliberately crafted to draw attention, encouraging viewers to double-take the image. 

An integrated campaign will roll out across owned, paid and earned media, with a range of executions bringing to life some of the different ways you can shop at The Iconic: fashion, sport, beauty, exclusives and pre-loved – all with the renowned fast delivery offering.

Love Media has secured a bold media buy that engages Australians and gets them looking with video, cinema, OOH and high-impact display placements.

Jere Calmes, chief executive officer at The Iconic, said that the company aims to do things better than the traditional status quo and better than normalised expectations.

“Our revived purpose not only pays homage to our disruptive roots but also fuels every aspect of our business as we look to the future. From enhancing our customer experience and technology, advancing our people and planet progress and forging meaningful brand partnerships, we’re driven by our unwavering commitment to be better.”

Joanna Robinson, chief marketing officer at The Iconic, said: “We set a new industry standard with our unmatched delivery offering and free returns and continue to create memorable experiences that leave our customers looking for more.

“This campaign draws inspiration from our legacy, aiming to stop people in their tracks and serve as a reminder of why they love shopping with The Iconic.”

Ben Coulson, chief creative officer at Dentsu Creative, said: “We invoked the first law of advertising with this one, get noticed.

“‘Got You Looking’ talks to the effect new clothes have, while setting us a nice challenge with each piece of work. It’s a perfect platform for The Iconic, one that we can have a lot of fun with for a long time to come.”

Article first published on Mediaweek Feb 19, 2024.


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