Rare has unveiled a new campaign to reinforce West Coast Hifi’s premium position within the home entertainment category.
The need for a brand campaign was identified through a long-term brand building process within West Coast Hifi over a 12-month period. Their premium offering was not being reflected in their retail-driven advertising approach, and they were struggling to differentiate themselves from other home entertainment retailers.
The goal was to create a campaign that increases awareness of and elevates the West Coast Hifi brand, demonstrating the emotive impact of a home cinema or amazing sound system and building on the “Feel the experience” tagline.
The solution was a slick new “Super Bowl style” brand campaign that launched during the NRL Grand Final.
In collaboration with Rare, Hearts & Science and Channel 9, West Coast Hifi ran a series of a 5-second unbranded teasers leading up to the reveal of the full 60-second spot during the big game.
Rare Creative Director, Liz Hammond said: “This is an incredible coming of age for a retailer that’s been a solid player on the Western Australian scene for decades. We’re excited to go on the journey with them and looking forward to this next phase for the West Coast HiFi brand.”
The campaign, created by Rare with TVC production by Open Spaces, will continue to run across WA in TV and digital formats.
West Coast Hifi
Franchise Manager: Bob Rogers
Proprietor – Osborne Park: Vic Fillipou
Proprietor – O’Connor: Con Parente
Creative Director: Liz Hammond
Writer: Simon Mullins
Art Director: Rob Mead
Managing Director: Callum Mackenzie
Account Director: Kellie Boyer
Senior Account Manager: Damien Del Borrello
Account Executive: Oscar Devereaux
Senior Media Account Manager: Molly Trumble
Executive Producer: Béatrice Masia
Director: Matt Pitcher
DOP: Ross Metcalf
Sound: Justin Braine