RACCOON by Sponge for Sears Optical

RACCOON

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Industry Opticians, Prescription Eyewear
Media Promo & PR, Case study
Market United States
Agency Sponge
Director Mark Gilbert
Art Director Linda Dare, Jesse Freese
Copywriter Patrick Hoopes, Megan Colleen Mcglynn
Released January 2010

Credits & Description

Category: Best Use of Television
Advertiser: SEARS OPTICAL
Product/Service: OPTICAL SERVICES
Agency: SPONGE
Date of First Appearance: Jan 3 2010 12:00AM
Entrant Company: SPONGE, Chicago, USA
Chief Creative Officer: Paul Brourman (Sponge)
Group Account Director: Angela Kosniewski (Sponge)
Art Director: Jesse Freese (Sponge)
Copywriter: Patrick Hoopes (Sponge)
Senior Agency Producer: Colleen Dirsmith
Director: Mark Gilbert
Editorial: Mark Jepsen
Production: (Hello & Co.)
Editing: (Cutters)
Sound: Country (Another Country)
Music: (HUM)
Art Director: Linda Dare
Copywriter: Megan Colleen McGlynn
Media placement: TV Campaign - 2 Spots - National Cable And Spot TV Markets - 03/01/2010

Results and Effectiveness
The campaign has been measurably effective in raising awareness for the brand and increasing comp store sales. First quarter sales have increased over the same period last year, as has website traffic. The campaign creative has also generated considerable buzz among consumers, with the TV spots gaining large recognition across social media outlets such as YouTube, Facebook, and numerous blogs. As stated, increased awareness was the main goal, and the achievement of that goal is certainly reflected in the brand’s improved performance.

Creative Execution
The insight inspired the core campaign idea: If you’re not shopping at Sears Optical, you’re missing out on more than you think. This led to the tagline “Don’t miss a thing. The execution of this idea was to depict people in easily recognisable domestic situations doing things with which the target audience could relate (barbequing, calling in a cat for the night), and having those things go awry as a result of a subtle detail missed due to poor vision. As an extension of the TV spots, online and radio feature creative that give more verbal depictions of these humorous scenarios. Across all media, the wry tone of the campaign is felt, adding a consistent element and almost gently chiding the audience as if to say, “this wouldn’t happen if you knew about Sears Optical.”

Insights, Strategy & the Idea
Sears is a well-known brand, but Sears Optical was virtually unknown to most Sears customers. The objective was simple: raise awareness among an audience with which Sears has already established trust. The insight behind the campaign came from the recognition of a parallel between potential customers’ missing small, but important details in their daily lives and missing Sears Optical as a solution. As written, the insight states: “You’ve trusted Sears for everything else. Why not your glasses?”