We started working with Priceline in 2007 and were instrumental in transforming the Priceline brand from a (perceived) $2 shop to become Australia’s most loved Health and Beauty retailer for women.
Together we developed the overall brand strategy and were responsible for executing the communications strategy across brand and retail advertising, TV, radio, magazine, catalogue, website, EDM and in store POS executions.
Results for the last 5 years are outstanding with Priceline delivering a top quartile retail performance and winning 2014 Retailer of the Year. Priceline has become an established lovemark for women, leading brand preference and visitation scores against its major competitors including supermarkets. All in all, a blistering connection with women competitors can only dream about.
Our objective for the campaign was to connect with Australian women of all ages, ethnicities and backgrounds.
Our strategy was quite simple: celebrate our differences. After all, they are what make us unique and what bind us together as Australian women.
In partnership with Bauer Media we recruited five campaign ambassadors to help us tell our story across TV, print, digital and outdoor.
The resulting creative is as motivational as it is inspirational, based upon on the core thought: that the beauty of being a woman, is that we're all different.
Through our campaign, Priceline certainly celebrated the idea that beauty is as personal and individual as it is diverse.
Increased store traffic levels and appointments with beauty advisors during the campaign period proved that viewers responded to the call for women of all ages and ethnicities to achieve their personal beauty best by visiting a Priceline store.
Clubcard (as it was formerly called) was in dire need of a make-over in both name and look.
Our plan was to unite our customers under the banner of sisters, welcoming them into the collective Priceline family and rewarding them with ongoing privileges, perks and paybacks.
We developed all the creative for the SisterClub, from the brand name & visual ID through to the look & feel of all the targeted communications to members.
The new look and feel is designed to reflect the Priceline essence of permissible fun and to appeal to 'sisters' of all ages who can choose a card that best reflects their personality.
Sisterclub is now Australia’s leading health and beauty loyalty program and ranks in the top 5 loyalty programs in Australia with 4.6 million Sisters and 40,000 new members joining each month.
SisterClub members not only represent 40% of Priceline’s overall sales, they spend 30% more than non members.
We conducted an online health survey asking women across the nation what their biggest health concerns are.
A staggering 26,000 women completed the 45min survey, making it 'Australia's Biggest Health Check'.
The idea of the Sisterhood was born from the insight that sadly everyone knows someone who has been affected by serious illness, and many of those people are women.
We call this the 'one degree of separation theory', and it informed all our creative from visual ID to TV.
The Foundation now represents 6 charities at the heart of women’s health and has generated over $1M in fundraising revenue. It has also generated high consumer and employee engagement and is a proud highlight for the Priceline brand.
In order to deliver the best result, we conducted contextual research in several Priceline stores.
We observed shoppers in how they engaged both with the screens, and with their devices in-store and used these insights to deliver the best experience.
Our design delivers a delightfully simple user experience, and is optimised for mobile and touch devices.
It takes the Priceline brand into the digital space with a clean, contemporary design that's undeniably Priceline.
The In-Store Instant App has delivered redemption rates of up to 25%, and most importantly stores that have implemented the app have seen on average a 17% increase in sales.