Kmart is set to launch a new campaign this Sunday featuring a revitalised version of the 1965 Shirley Ellis classic 'The Clapping Song'. Created by BWM, the campaign "continues the brand's tradition for feel-good anthems" following from the likes of 'Bom Bom' featuring the popular Sam and the Womp track.
Kmart general manager marketing Dion Workman said: "Refreshing Kmart’s sound was part of our overarching strategy to evolve the brand, and further the fusion of great products and low prices that make Kmart irresistible."
BWM managing director Mark Watkin said: "The latest products at everyday low prices deliver unbeatable value to customers. It's what sets Kmart apart from other retailers. Developing playful campaigns set to instantly recognisable tracks has become their trademark. This new campaign is a continuation of this distinct approach, and is all about finding new ways to engage with and inspire Australians of all ages."
The campaign launches nationally on Sunday with three 30-second TVCs, supported by digital, out-of-home and social media, including an Instagram competition.
