TBWA\NZ and The Warehouse have launched a new value platform ‘Hey, Small Spender’. It revisits ‘Where Everyone Gets a Bargain’, through the lens of celebrating small spenders, who love the feeling of finding stylish, great quality products at a fraction of the cost.
In a world where big spender culture is often celebrated and where bling, expense and excess can be bragging rights, The Warehouse wants to celebrate New Zealanders who are savvy and stylish enough to spend small, and still get what they want.
New research commissioned by The Warehouse reveals despite the cultural pressure of high-end labels and wealthy lifestyles, 96% of New Zealanders feel really proud when they get a good deal on a quality product and 93% believe they can get quality products at bargain prices. This was the feeling and point of pride The Warehouse wanted to celebrate for their customers in ‘Hey, Small Spender’, as customers shouldn’t have to spend more to get great quality products.
The new work brings to life the feel-good factor shoppers get when they buy stylish, on-trend products at too-good-to-be-true prices, and shows savvy Kiwis getting great value at The Warehouse. The first round of work focuses on apparel and homewares, and more stories about different Kiwis spending small to get what they want will be appearing over the coming months.
Says Jonathan Waecker, chief customer officer at The Warehouse Group: “With rising inflation and the ongoing impacts of Covid-19, there’s never been a better time to celebrate bringing New Zealanders great value.
“The campaign looks as great as our new products – it showcases The Warehouse products top to bottom and gives you a sense of how good it feels when you ‘spend small and get the on-trend, quality products you want at a great everyday low price.
“The Warehouse has always been the home of great value and ‘Where Everyone Gets a Bargain’. ‘Hey, Small Spender’ has modernised what this means alongside our amazing product range and incredible prices. The work also coincides with a range of significant price drops in- store that will be released in the coming weeks.”
Says Shane Bradnick, chief creative officer TBWANZ Group: “‘Where Everyone Gets a Bargain’ is one of the most iconic and known lines in New Zealand, it was good fun injecting new life into it with the ‘Hey, Small Spender’ platform, which celebrates how stylish and clever you feel when you get what you want without spending the earth. It’s all about making small spending the next big thing at a time when people need it the most.”
The campaign appears across TV, online video, radio, OOH, press, social and digital display.
Client: The Warehouse Group
Creative Agency: TBWA\NZ
TWG Marketing: Will Harvey
Media Agency: OMG
PR Agency: Eleven PR
Production Company: Good Oil
Director: Joel Kefali
Producer: Anna Stuart
DOP: Crighton Bone
Editor: Luke Haigh
Post Production: Perceptual Engineering
Sound Design, Music composition & Mix: Cam Ballantyne @ Beatworms
Photography: Troy Goodall