Even before we learn to read, a few shiny pages can be mesmerising.
We are easily captivated by the beautiful things that grace glossy paper sheets. Colourful pages that tap into a raw and all too human emotion; the need to shop.
Of course, we’re talking about catalogues.
SMART has a proud history of building strong, creative ideas into catalogue campaigns. While ads on television get most of the attention, catalogues are arguably the advertising medium with the strongest promotional power. We flick through them over a cup of tea, use them to plan our winter wardrobes, or to decide on a new outdoor setting.
They might not have catchy jingles or flashing neon lights, but in defence of catalogues, they’re pretty damn effective.
We have a couple of Catalogue of the Year and Catalogue Agency of the Year awards under our belt, and thought we would take a look at some of our favourites for this week’s Flashback Friday.
Whether its theming, branding, promotions, fashion, ranging or seasonal, there's always a SMART approach.