Rare launches new brand for West Coast Hi-Fi
Rare has been working with West Coast Hi-Fi for several months to reposition its brand and engage a new generation of younger customers who, despite the brand’s 26 years in business, are not familiar with the retailer.
The agency is now in the process of bringing the brand to life across West Coast Hi-Fi’s marketing.
Along with a new website, catalogue and external store façade designs, the agency has also developed a new cinema spot for the retailer, focused around bringing the cinema experience home.
Managing Director Callum Mackenzie said the agency’s challenge has been to reposition the brand to engage a new audience, whilst sustaining sales in a tough market.
“West Coast Hi-Fi is operating in an extremely competitive category dominated by the big box home entertainment retailers. We’ve worked hard to develop a new strategy and brand that better reflects the retailer’s premium positioning, whilst retaining the retail elements that drive sales.”
In line with the retailer’s strategy to strengthen its association with movies, music and sport, the cinema commercial will run during blockbuster film releases such as Pirates of the Caribbean, Transformers and other titles throughout the year.