The Iconic has launched the new iteration of its ‘Got You Looking’ masterbrand campaign, developed with Dentsu Creative and Love Media.
The latest campaign captures customer attention with unforgettable double-take moments using visuals that showcase the breadth of style the platform offers.
The ‘Got You Looking’ campaign, which first launched in February 2024, heralded a comprehensive refresh of The Iconic’s brand identity. The platform claims that over the last year has seen the masterbrand achieve significant improvements, including a +34% increase in unprompted brand awareness, a +5% rise in consideration, and a +9% boost in purchase intent among both regular shoppers and new customers.
The brief to dial up the creative also applied to the media strategy, led by Love Media. The ‘Got You Looking’ campaign is set to appear in high-impact and contextually relevant placements across Video, OOH, Cinema and Video in Display. Additionally, a 3D installation and interactive activation will be featured at Martin Place Metro Station in Sydney.
“Last year, our focus was to reset and remind Australians why THE ICONIC truly lives up to its name. We wanted to get our customers looking again!” Joanna Robinson, chief marketing officer at The Iconic, said. “The campaign and strategy is clearly resonating, so this year, we’re taking it even further— delivering more captivating visuals designed to stop people in their tracks, all while showcasing the breadth of our stylish assortment.”
Leisa Ilander and Gillian Dalla Pozza, associate creative directors at Dentsu Creative, added: “For this phase, our goal was to create even more eye-catching, thumb-stopping work that sets THE ICONIC apart and, most importantly, gets even more Australians looking.”
The Iconic has also recently joined the Shift 20 Initiative, created by the Dylan Alcott Foundation, which is on a mission to increase representation, inclusion and accessibility in marketing.
Through this partnership, The Iconic has furthered its commitment to diversity and inclusion by ensuring its campaigns are representative of people living with disabilities, who account for 20% of the Australian population.
Georgia Thomas, director of brand, media, and comms at The Iconic, said: “The casting in this round was critical for us. We aimed to showcase a diverse range of talent that truly reflects our customers, each unique in their own way.
At THE ICONIC, inclusivity is at the heart of everything we do and delivers to our core purpose of creating a better way to shop and this campaign celebrates the individuality and diversity of our customer community.”
CREDITS:
THE ICONIC
Chief Executive Officer: Jere Calmes
Chief Marketing Officer: Joanna Robinson
Head of Brand, Media and Comms: Georgia Thomas
Brand Manager: Rachael Cameron
Head of Style: Nicole Adolphe
Head of Style – Menswear, Sport, Sneakerhub: Danielle Soglimbene
Creative Production Graphic & Copy Manager: Rachel Pink
Social: Max Beniac, Stephanie Cardona
Dentsu Creative
Chief Strategy Officer: David Halter
Chief Creative Officer: Ben Coulson
National Head of Production: Craig Sloane
Strategy Director: Nastassia Kuznetsova
Associate Creative Directors: Leisa Ilander, Gillian Dalla Pozza
Designer: Mike Papa
Group Account Director: Nicky Webster
Senior Account Manager: Ruby Tonkin
Production: Good Oil Films
Director: Natasha Foster
Executive Producer: Juliet Bishop
Producer: Taryn Mueller
DOP: Tony Luu
Production Designer: Cloe Jouin
Casting Director: Peta Einberg Casting
Post Production:
Editor & Online: Jos Eastwood· VFX: Andreas Wanda
Grade: Fergus Rotheram
Stills Photographer: Cole Bennetts
Audio Production: Electric Sheep
Media: LOVE Media
Managing Director: Rob Wall
Head of Media: Meredith Graham
Client Director: Ash Toeke
Senior Digital Manager: Melissa Mackay
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