Matalan’s new Back to School campaign, created with McCann Manchester and Havas Media Manchester, dives into the chaos of September. The adverts span TV, social media, in-store, and print. Instead of showing an ideal return to school, it reveals the real messiness kids experience by day’s end.
Building on the ‘We Get It, We’ve Got You’ concept from Spring, the campaign contrasts the perfect first school morning with the reality of the end of a hectic day. This perspective aims to connect with families seeking durable school uniforms.
Understanding ‘Back from School’
The new Back to School campaign by Matalan, in collaboration with McCann Manchester and Havas Media Manchester, acknowledges the chaos that often accompanies September. This campaign includes TV commercials, social media posts, in-store promotions, and printed advertisements. It shifts the focus away from the often-idealised return to school and highlights the lived-in reality of coming home from school. This fresh approach captures the transformation from the picture-perfect morning to the messy end of the day.
This campaign is the latest instalment in the ‘We Get It, We’ve Got You’ creative platform, which was launched in Spring. It draws a strong contrast between the immaculate first day of school, where kids have perfectly knotted ties and buttoned-up blazers, and the chaotic return home, where shoes are kicked off and hair is dishevelled. This clever comparison is designed to resonate with families who understand the daily grind of school life and need durable uniforms.
A Realistic Portrayal
Imogen Tazzyman, the executive creative director at McCann Manchester, states, “Back from School is the perfect embodiment of the ‘We Get It, We’ve Got You’ creative platform. The picture-perfect morning as our kids return to school quickly succumbs to the reality of family life.” This campaign resonates with families by portraying kids getting involved in various activities, resulting in a less tidy appearance by the end of the day.
The campaign aims to connect with families who seek great-value uniforms that can withstand the challenges of a typical school day. It showcases Matalan as a brand that understands and meets these needs, further solidifying its position as a go-to choice for school uniforms.
Media Strategy
Lucy Barnes, general manager at Havas Media Manchester, elaborates on the campaign’s media strategy. She states, “This campaign is rooted in the reality of what school uniforms have to contend with every day. It provides us with a unique moment across media to stand out, demonstrating that Matalan gets the reality of family life.”
The campaign is activated across a wide array of media formats, specifically targeting family buyers. This is powered by first-party data integrations across various media platforms, ensuring that the message reaches the intended audience effectively.
Customer-Centric Approach
Charlotte Dewhurst, marketing director at Matalan, mentions, “We’ve spent a lot of time with our customers to understand their needs. Family life is wonderful but never picture-perfect. This campaign showcases that we get them, and we’ve got them.” This emphasis on understanding customer needs is at the core of the campaign, making it highly relatable.
The focus for Matalan families is not just on going back to school but on coming home from school. They need products that survive the day, offering great value for money.
This customer-centric approach sets Matalan apart, as it strives to meet the real-life demands of its target audience. By doing so, the brand aims to build a stronger connection with its customers, fostering long-term loyalty.
Creative Elements
The campaign’s creative elements are designed to be both engaging and relatable. The visuals juxtapose the pristine state of children in the morning with the dishevelled condition they return home in. This stark contrast serves to highlight the resilience required in school uniforms.
In addition to visuals, the messaging in the campaign is straightforward. It reinforces the idea that Matalan understands the daily struggles faced by families. This authenticity is likely to resonate with the audience, making the campaign more effective.
Another creative aspect is the inclusion of real-life scenarios that families can relate to. By doing so, the campaign not only captures attention but also drives home the message that Matalan products are built to last.
Target Audience
The primary target audience for this campaign is families, particularly those with school-going children. The campaign aims to resonate with parents who are looking for durable and affordable school uniforms.
By focusing on the reality of family life, the campaign hopes to tap into the everyday experiences of its target audience. This approach is designed to make the brand more relatable and trustworthy.
Through various media activations, including TV, social media, and in-store promotions, the campaign aims to reach a broad audience. This multi-channel approach ensures that the message is consistently communicated across different platforms.
The Importance of Empathy in Marketing
Empathy plays a crucial role in the success of this campaign. By understanding the daily challenges faced by families, Matalan aims to offer solutions that meet their needs effectively.
This empathetic approach not only makes the campaign more relatable but also enhances the brand’s reputation as one that genuinely cares for its customers. This is a key factor in building long-term customer loyalty.
Conclusion
Through its ‘Back from School’ campaign, Matalan has effectively captured the realities of family life, making it highly relatable and engaging. By focusing on durability and value, the brand has reinforced its position as a trusted choice for school uniforms.
Matalan’s ‘Back from School’ campaign vividly portrays the real-life chaos that families face during the school year. By focusing on practical, durable products, Matalan has tapped into something deeply relatable. This fresh and realistic perspective not only strengthens the brand’s connection with its audience but also reinforces its commitment to meeting the needs of everyday family life.
