Kmart turned to New Moon in 2023 to lead a new era of experiential storytelling, reshaping how Australians experience the brand. From cultural partnerships to beauty drops and seasonal showcases, we’ve created a suite of dynamic activations designed to connect with a new generation of shoppers—those who value both style and substance.
Reposition a beloved legacy brand as a style-led, design-conscious destination, without losing sight of its value roots. Kmart needed to stay relevant across diverse categories, audiences, and seasons, while driving real cultural connection.
We crafted a layered program of experiences, each rooted in editorial storytelling, cultural relevance and social amplification. From intimate beauty moments to large-scale seasonal statements, every activation was designed to feel personal, joyful and shareable.
Across more than ten campaigns, we’ve created experiences for thousands of in-person guests and driven a combined digital reach of over 180 million. From curated home takeovers to large-scale seasonal showcases, our work continues to evolve how Australians see and engage with Kmart.
A high-impact cultural moment that reframed Kmart as a fashion destination. We designed a bold multi-storey runway experience, merging theatrics with trend-led styling and inclusive casting. Influencers, dancers, and musicians shared the stage—culminating in a joyful crescendo that set social feeds alight.
The Result: 150M+ media reach, 98% positive sentiment, and over 1,700,000 impressions in 48 hours.
A curated editorial-style showroom brought Kmart’s home collection to life in a way that felt elevated yet accessible. Designed for media and creators, the space invited hands-on exploration, rich content capture, and layered storytelling through styling.
The Result: Coverage across 7News, Today, Daily Mail and more; 24M+ social reach and $1M+ in PR value.
We reimagined a real Sydney home using only Kmart product, each room styled with intention to show how simple changes can create deeply personal spaces. An intimate, editorially driven event that sparked curiosity and content in equal measure.
The Result: 52M+ media reach, 192 social clippings, and significant uplift in brand affinity and purchase intent.
A colour-blocked, Gen Z-focused mall takeover with product trials, giveaways, and live demos. Thousands engaged, sampled, and posted, turning a retail moment into a mini movement. The Result: 6,500+ visitors, 8,500+ lipsticks gifted, and 1M+ social reach via creators and passers-by.
We transformed a warehouse into a festive, media-first playground. Complete with cookie decorating, stylised vignettes, and the Salvation Army Wishing Tree, it was a joyful reminder that Kmart owns the season.
The Result: $186K in PR value, 15.4M media reach, and widespread social amplification.