Recently, Kmart made the bold move to completely re-engineer their business. Therefore, now instead of relying on discounting to convince customers they have low prices, they simply offer the lowest price on everything every day. The EDLP offering was a point of differentiation against the other Australian DDS retailers, and the brief was to bring this point of differentiation to life.

The OK device was our simple way of visually expressing when great product meets an irresistible price, and the feeling you get when they meet. The OK was first conceived as a piece of instore POS, with the lead piece being a large 3D OK (a key visual in the 'O' and product in the 'K'), which sits in the front of every Kmart store.

Over the crucial ‘first 90 days’ campaign period, Kmart averaged YOY transaction growth of 5.96. No mean feat in a competitive, cluttered, discount dominated category in which Kmart’s major competitors were affected by negative sales results, and the growing popularity of online retail.