After only two weeks in the online market, dstore has stepped up marketing
competition with the launch of one of the biggest advertising campaigns
undertaken by an Australian e-commerce advertiser.
dstore has also acquired one of the country’s largest toy Web sites, Toybox.
The AUS$2 million (US$$1.32 million) campaign will canvas print media,
radio, transport, distributed postcards and the Internet, and has seen the company team up with advertising agency Wybin Lawrence TWBA to create a national blitz in time for Christmas.
“We are intent on owning the number one position this Christmas and have
made a significant commitment of $2 million to establish dstore as the
leading online retailer,” said David Gold, dstore’s CEO. “Our advertising strategy will ensure dstore is synonymous with the best of
online retailing in Australia.”
Gold said that sales to date have been four to five times greater than
what was projected.
The print advertisements are appearing in The Australian Financial
Review, The Bulletin, The Age, The Sydney Morning
Herald, BRW, Sunday Life and Australian Net Guide.
One campaign in particular sparked a number of complaints, including union
action being taken against dstore. Mr Gold said this exposure has only
furthered the site’s profile and brand recognition.
“We realise some people may be surprised by our approach. We’re going to
the market with bold statements about traditional retail shopping
experiences including some they encounter with under-trained and
over-worked sales representatives,” he said.
Heather Albrecht, relationship marketing and new media director with Whybin
Lawrence, said the campaign takes a light-hearted look at the stress on
traditional Christmas shopping.
Complementing the company’s advertising campaign, a range of sponsorship
agreements with leading portals including ninemsn, Excite Asia Pacific, free e-mail siteSTART and Fairfax have been confirmed.
Created through a joint venture between sports retailer Rebel Sport and portal Looksmart, dstore’s main inventory
is toys and sports merchandise.
It is also due to sign on gift
buying site Wishlist.com.au as a
supporter.