Warehouse : 'We do doing'

Nov 16, 2016

Monday 14, November 2016 at 12:20 PM by Ricki - Campaign Brief NZ

This week Warehouse Stationery launched its new brand proposition with a 45' television spot and distinctive new look across all touch points, via 99.

Warehouse Stationery is undeniably one of New Zealand's stand-out retail success stories, having changed the face of our stationery and technology marketplace. The company has grown from 8 stores in 1995 to an omni-channel retailer with 67 stores across the country, from Kerikeri to Invercargill, and diversified its business, introducing many new parallel categories.

With outstanding range and value, Warehouse Stationery has enjoyed 7 consecutive years of same-store-sales growth and created outstanding transactional loyalty. 99's challenge was to begin building consumers' emotive connection with the brand and create context for a product range that extends well beyond traditional stationery.

A new brand strategy was developed, focused on 'inspiring and enabling a more productive New Zealand'. This led to the new external expression, 'We do doing', encapsulating Warehouse Stationery's broad range of products and services, as well as the traditional stationery items for which they are famous. It's about the action of 'doing' stuff, about ticking off that to-do list, rather than simply having the pen and paper to write it in the first place.

Launched on Sunday, the new TV spot explores the ups and downs of everyday life through the verb 'to do' and how stationery and technology can play an important, and sometimes intimate, role in our lives.

Says Becki Rowe, GM marketing and eCommerce for Warehouse Stationery: 'Every year, Warehouse Stationery finds new ways to help New Zealanders' get the things they want to do, and need to do, done. People are often surprised at the breadth of products and services we offer.

'It was time to build a more vibrant and distinctive personality that would provide a foundation for our goal to become one of New Zealand's most loved and trusted brands and to deliver a more engaging and personalised experience to our customers.

'Partnering with 99 to develop our new brand strategy and creative platform has been an inspiring and energising collaborative experience. We're thrilled with the work.'

The wider campaign will roll out over the coming months, through every layer of communications, including the big events like 'back to school', tax time and the new financial year.

Agency: 99Executive Creative Director: Craig Whitehead
Copywriter: Jesse Stevens
Art Director: Iain MacMillan
Design: Jon Tricklebank
Managing Director: Paul Manning
Business Director: Jo McDonald
Account Director: Tracey Potter
Head of Content Production: Therese Bielawa
Producer: Rebecca Richardson
Producer: Bridget Bolton-Riley

Production Company: Fish
MD / Executive Producer: James Moore
Executive Producer: Samantha Attenborough
Director: James Solomon

Music Composition: Franklin Road
Composer: Mahuia Bridgman-Cooper
Producer: Jonathan Hughes