Australian mens retailer YD has launched its first major out-of-home marketing campaign since 2019.
Across Sydney and Melbourne, YD will be giving away over 100 suits through billboard advertising and in-store promotions for the next six weeks.
YD’s ‘Get The Suit’ campaign will see assets showcased across 40 locations throughout Australia with a major focus on Melbourne and Sydney. This will include Melbourne trams, as well as through digital advertising.
The campaign’s launch will also see a live activation where actual suits can be ‘plucked’ from billboards, as well as given to lucky winners in YD’s 100+ stores ‘Willy Wonka-style’, through golden tickets inside specially marked suits.
YD head of marketing and creative Jeremy Taylor said the campaign was discovered through customer insights.
“At a time where online shopping has become the norm, we decided to take a slightly different approach to our favourite time of the year; by being more physically present than ever,” Taylor said.
“We asked our customers what they missed most about parties, and while the list was long, ‘mates’ and ‘dressing up’ were right at the top - and we heard that.
“Instead of simply trying to get ‘back to business’ and preparing for the biggest party season in three years, we decided to bring the party ourselves.
“We’re excited, and our customers should be too - there’s so much more to come”
YD’s ‘business-first’ experiential marketing campaign will also collaborate with three Australian celebrities: Bondi-born Commonwealth and Olympic medallist boxer, Harry Garside; Netflix’s Heartbreak High actor, Joshua Heuston (pictured); and Australian comedian, Joel Creasey.
“Harry, Josh & Joel are fantastic Aussie success stories and have their own unique, individual senses of style,” Taylor continued. “This is exactly the message we want to promote: that whoever you are, and whatever your style is, YD will have a suit that suits you.”
YD’s new marketing campaign follows the launch of its new experiential store design which has opened in Westfield Eastgardens (NSW) and Highpoint (VIC) this year.
According to the menswear company, the new stores have seen “enormous success” in the months since.
YD has 127 stores throughout Australia & New Zealand, including 26 Myer concessions.