DFO: Those In The Know DFO

In response to the growing demand for face-to-face discounted retail, DFO, Vicinity Centres’ premium outlet shopping centres, has launched a new brand platform ‘Those In The Know, DFO’ in collaboration with TABOO.


The creative campaign seeks to future-proof DFO’s position as the ultimate destination for affordable premium and fashionable retail experiences and inject energy into the brand.

The campaign is based on the idea that outlet shopping is a talent and a skill, and DFO celebrates those ‘know-mads’ who get it. Central to the campaign is the notion of ‘Paying full price. NEVER, Shopping around. CLEVER’, giving credit to those that ‘DFO’ (it’s now a verb, not a noun). The idea is brought to life through film, OOH, radio, digital and in-store platforms, with a series of experiential activations set to roll out throughout the year.