Value brand Target Australia is initiating a campaign to “energise” the brand by partnering with television personality Gok Wan.
The move is part of what is described as a “massive brand turnaround” currently underway at Target Australia.
The campaign comprises in-store point of sale references, outdoor media, digital, catalogue and a “look book“.
Stuart Machin has been brought in from Coles Supermarkets as Target’s new MD to spearhead a turnaround in the brand.
"We wanted to create a campaign that celebrates the collaboration between Gok and Target, bringing together the quirky headline 'OH MY GOK' with the iconic Target branding to create a strong, ownable campaign which has maximum impact in store,” said Judy Andrews, Creative Director, Whippet.
She added that the campaign used catchphrases used by Wan through out customer touch points in delivering a "personal shopper" experience.