Kmart Case study SHIP MY PANTS [video] by DraftFCB Chicago

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SHIP MY PANTS [video]

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Industry Retail, Distribution & Rental companies
Media Case study
Market United States
Agency DraftFCB Chicago
Director Zach Math
Executive Creative Director Jon Flannery - Doug Behm
Creative Director Howie Ronay
Producer Brian Etting
Editor Andy Green, Casey Cobler
Released May 2013

Awards

Cannes Lions 2013
Promo and Activation Lions Product & Service; Retail (Incl. Restaurants) Silver
Promo and Activation Lions Use of Promo & Activation; Best use of Social Media Marketing in a Promotional Campaign Bronze

Credits & Description

Type of entry: Product & Service
Category: Retail (Incl. Restaurants)
Advertiser: KMART
Product/Service: STORE TO HOME
Agency: DRAFTFCB Chicago, USA
Animation: Heather Lewis (Inside Job)
Animation: Tom Mackey (Inside Job)
Editor: Casey Cobler (Inside Job)
Editor: Andy Green (Bob Industries)
Director Of Photography: Christophe Lanzenberg (Bob Industries)
Executive Producer: Chuck Ryant (Bob Industries)
Executive Producer: John O'grady (Bob Industries)
Executive Producer: Tk Knowles (Bob Industries)
Producer: Brian Etting (Bob Industries)
Director: Zach Math (Bob Industries)
Planner: Al Gross (Draftfcb)
Executive Producer: Chris Bing (Draftfcb)
Creative Director/Copywriter: Sean Burns (Draftfcb)
Creative Director: Howie Ronay (Draftfcb)
Executive Creative Director: Jon Flannery (Draftfcb)
Chief Creative Officer: Todd Tilford (Draftfcb)
Describe the brief from the client
Kmart, once the largest discount-retail store, was rapidly losing market share to brick-and-mortar competitors like Walmart, Target and, of course, to online stores like Amazon.com.
At the core of the situation was Kmart’s reputation for having inventory problems -- items out of stock, wrong sizes, limited quantities, etc.
But how do you solve an inventory problem without a complete operational overhaul? And do it in way that promotes Kmart’s new retail-meets-online integrated program?
The target was drawn from both new and existing Kmart customers. We embraced the problem by leveraging Kmart’s vast yet little known online selection in a promotion with a real twist that reinforced Kmart’s positioning of honest, friendly yet surprising value.
Promotion Development
Turning a negative into a positive, we created 'Ship My Pants', an innovative, first-of-a-kind free shipping offer for mass retailers. When customers can’t find a product at a Kmart, they can order the item online at kmart.com while in the store, and have it shipped free. And with 65,000,000+ items on Kmart.com, nothing is ever out of stock.
With limited media ($85K US) to promote the program, we launched an online campaign centered around a highly shareable, buzz-worthy promotional commercial that demonstrated the offer and communicated the larger integrated program. The promotion was then woven throughout the mobile and .com experience.
Results
In just eight days, the 'Ship My Pants' commercial went viral and garnered over 15,000,000 views online, making it one of the most shared un-televised commercials of all time. In fact, currently, just over two weeks after release, and with no big media buy or Super Bowl coverage, it has become #18 on Mashable's Top Viral Ads of All Time. All the while, making millions of people and major news sources rethink Kmart. The surprising offer and campaign drove unprecedented talk, sharing and visits. New consumers were driven to stores and, to increase loyalty, current customers were inspired to action via fun, direct communications like 'ship happens – For FREE'.
Relevancy to Product/Service
Out-of-stock inventory, a top-three problem at retail, strikes a nerve most with customers. Instead of trying to solve it, we embraced it and created a first-of-a-kind free shipping program for mass retail. This promotion effectively made Kmart’s massive collective inventory of 65,000,000+ items available in any store.
The offer directly addressed customers’ preconceived notions of Kmart, and served as communications entry to Kmart’s new retail-meets-online integrated program.
Our campaign approach was highly relevant as majority cost was in the offer. With limited media ($85K US), we decided to launch online with highly shareable, buzz-worthy promotional content that drove consideration, visits and action.