Millers Advertising
Taking a brand in decline to a brand celebrating its best ever sales day in 21 years of trade.
Millers is Australia’s largest female fashion chain with over 400 stores across Australia and New Zealand. Millers is a value brand targeting 40+ women.
Millers came to us with a long list of problems. Over the years the business had fallen into the trap of constant discounting - ultimately training their shoppers to never pay full price. The importance of ‘brand’ had been overlooked and replaced with ‘discounting’. It had become clear that differentiating through price alone, was a race to the bottom and left the brand neglected and unloved. The brand was tired and out-dated, the stores uninspiring and the business limping.
In the short term, we reinvigorated their retail promotions by lifting the production qualities in TV, digital and POS. In the long term, we developed a brand essence, articulated their purpose and reinvented their brand from the ground up.
Brand Essence Workshop
Brand Essence Film & Book
Brand Identity & Brand Guidelines
Redesign of every customer touch-point + POS & in-store experience
Various integrated brand , retail and digital campaigns
‘Millers & Me’ Campaign
It was almost impossible to find 40+ year old models - so we found our own - our real customers. This campaign celebrated our beautiful customers in TV, press, digital and social.
Launching the ‘Seeing Me Project’ Microsite
This project was our long-term commitment to bring visability to all the 40+ women around the world. On the website you could find films and interviews with our women, regular surveys, rich content, ‘behind the scenes’ access to all of our shoots - and of course, casting call applications.
Retail TV
Over the years, we’ve written, directed and produced over 30 TV spots for Millers.