Myer looks to the past in new marketing campaign

Internet Retailing

1st Aug 2017

Myer’s latest campaign, Australia Lives Here, is looking to the past to connect with consumers of today.

Launched yesterday, the campaign presents the experience of shopping at Myer as a treasured Australian pastime and brings to life the products that have impacted generations of Aussies.

The department store has curated a list of 100 items sold by Myer between 1900 and 2000 that have shaped Australian lives or brought about significant moments of societal change, such as the first vacuum cleaner, the first television, the first Prue Acton dress and the original Sony Walkman.

The products will be featured at Myer’s iconic Bourke Street store from 8 August – 15 September and online at myer.com.au.

Myer has tasked consumers with the job of locating 30 items from the list it was unable to find. People who have the originals are eligible to win its 2017 equivalent.

For instance, those who have an original Coolgardie Safe from the 1900s could win a brand new Smeg fridge. The classic 1960s Etch A Sketch toy could bring one lucky participant a Samsung Tablet, while a portable Gramaphone from the 1940s will see someone receive a Bose wireless sound system. An original 1960s Barbie doll will bring the complete 2017 range of Barbie.

Australians can see the full list and enter via myer.com.au.

Successful products will be transported to and showcased at the exhibition as a celebration of Australian history, with all items and the 2017 equivalents returned to their owners once the exhibition is finished.

“Every Australian has a Myer story to share,” said Myer’s executive manager of brand, marketing and loyalty, Michael Scott.

“For my family, it was always a special occasion heading in to town from country Victoria for a shopping experience at Myer, and those memories and products have stuck with me over the years,” he said.

“Through Australia Lives Here, we are keen to hear from our customers on how these iconic products have played a role in their lives. This campaign and exhibition celebrates the beautiful stories
that Australians have to share and documents the rich history of our country.”