Recently, Kmart made the bold move to completely re-engineer their business. Therefore, now instead of relying on discounting to convince customers they have low prices, they simply offer the lowest price on everything every day. The EDLP offering was a point of differentiation against the other Australian DDS retailers, and the brief was to bring this point of differentiation to life.
In partnership with BWM Dentsu, the OK device was our simple way of visually expressing when great product meets an irresistible price, and the feeling you get when they meet. The OK was first conceived as a piece of instore POS, with the lead piece being a large 3D OK, which sits in the front of every Kmart store. This device now plays a front role across all marketing including the TVCs.