Macy's Design & Branding MACY'S BACKSTAGE PASS by J. Walter Thompson New York

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Industry Department Stores & Shopping Malls
Media Design & Branding
Market United States
Agency J. Walter Thompson New York
Director Ryan Dunn, Doug Sloan
Chief Creative Officer Peter Nicholson
Executive Creative Director Sarah Barclay, Matt Macdonald
Creative Director Lea Ladera, Dinesh Kapoor
Art Director Tiffany Mckee, Joseph Merkley
Producer Holly Otto, Kiri Carch, Charlie Shipman, Brenda Fogg, Lauren Eberhardt
Released February 2011

Credits & Description

Category: Logo Design
Advertiser: MACY'S
Date of First Appearance: Feb 18 2011
Entrant Company: JWT NEW YORK, USA
Chief Creative Officer: Peter Nicholson (JWT New York)
Executive Creative Directors: Matt MacDonald/Sarah Barclay (JWT New York)
Creative Directors: Dinesh Kapoor/Lea Ladera (JWT New York)
Art Directors: Joseph Merkley/Tiffany McKee (JWT New York)
Copywriters: Rick Abbott/Emily Sander (JWT New York)
Account Executives: Claire Capeci/James Cuff/Kate Reaves (JWT New York)
Planners: Lauren Turner/Mylene Ong (JWT New York)
Directors of Production: Clair Grupp/Joe Calabrese/Pam Scheideler (JWT New York)
Producers: Holly Otto/Kiri Carch/Brenda Fogg/Charlie Shipman/Lauren Eberhardt (JWT New York)
Digital Team: Martin Legowiecki/Sunny Nan/Kate Bauer/Nayemul Chowdhury/Sujay Debsikdar/Mishu H (JWT New York)
Project Manager: Danielle Mills (JWT New York)
Business Manager: Diane DeLisa (JWT New York)
Directors: Doug Sloan/Ryan Dunn
Production Company: (iContent/Charlex)
Post-Production: (Homestead/Nice Shoes/Charlex)
Editors: Sam Welch/John Young/Skip Duff/Charley Bender/Kevin Palmer/Chris Palazini
Editing Houses: (Homestead/Charlex)
Music: (Fall on Your Sword/Pulse Music NY)
Mobile Technology Vendors: (Velti/Mogreet/Hipcricket)
Media Agency: (MEC)
Media placement: Employee Training/Engagement - USA: All Macy's Store Associates - 7 February 2011
Media placement: In-Store Displays - 24 Displays - USA: 674 Macy's Stores - 18 February 2011
Media placement: Mobile Content - 46 Films - USA - 18 February 2011
Media placement: Online Content - USA: Macy' Microsite, Facebook Page, Twitter Page, Youtube Page - 18 February 2011
Media placement: TV Campaign - USA: National Networks and Cable - 27 February 2011
Media placement: Print - Newspaper, Magazine - USA: 16 Major National Newspapers - 27 February 2011
Media placement: Direct Mail - USA - 27 February 2011

Describe the brief from the client
While the psychographics and style preferences of Macy’s customers differ, they all share a common desire – they want help to put their best looks together. In the world’s largest department store, this can seem particularly daunting for a customer as she tries to navigate our broad range of merchandise. Typically, the sales associates are the only source for advice. But with only 150,000 Macy’s associates across 850 stores, consistent service can be difficult.

So we set out to provide a new way for Macy’s to help customers find their magic right there in the store as they shop.

Describe the challenges and key objectives
We created Macy’s Backstage Pass, a new shopping experience that uses mobile technology to put fashion tips into the hands of every Macy’s customer – over 45 exclusive tips and inspirational videos delivered by Macy’s star designers talking directly to them while they shop.

Customers can activate the content anytime by scanning QR codes in the shape of Macy’s star logo placed throughout every store. Alternatively, customers can also send a SMS message to receive the information. The goal is to have 100,000 interactions over 14 weeks, with an average of 7,000 interactions per week.

Describe how you arrived at the final design
Quite simply, the Backstage Pass design began with the Macy’s logo – a red star. It’s a symbol synonymous with the magical experiences Macy’s has been providing for over a century, from the Thanksgiving Day Parade to the July 4th fireworks. Our goal was to help customers discover this magic while shopping in-store, on their mobile devices. But the Backstage star is not just a QR code, and it’s not just a fancy logo. It’s a portal to the magic of Macy’s.

Give some indication of how successful the outcome was in the market
The goal is to have 100,000 interactions over 14 weeks, with an average of 7,000 interactions per week.

Within the first week of the campaign launch, we had close to 9,000 interactions, 36% beyond expectations. And the numbers are still growing. Though much of the content has yet to roll out, we have reached close to 30% of our goal.

In addition, the campaign is generating extensive engagement across social media channels such as YouTube (15,000 views), Facebook (Macy’s has over 1.5m fans), Twitter and blogger networks.