Sears Promo ARRIVE LOUNGE by Y&R Midwest Chicago

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Industry Retail, Distribution & Rental companies
Media Promo & PR
Market United States
Agency Y&R Midwest Chicago
Art Director Grant Simpson
Copywriter Will Bright
Released June 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: SEARS
Product/Service: RETAIL STORE
Date of First Appearance: Jun 21 2009 12:00AM
Entrant Company: Y&R CHICAGO, USA
Entry URL:
Chief Creative Officer: Ken Erke (Y/R Chicago)
Group Creative Director, Writer: Chris Hunter (Y/R Chicago)
Executive Agency Producer: Brian Smego (Y/R Chicago)
Agency Producer: Kara Pierce (Y&R Chicago)
Copywriter: Will Bright (Y/R Chicago)
Art Director: Grant Simpson (Y/R Chicago)
Digital Programming: Design Kitchen
Media placement: Radio - National - 6/21/2009
Media placement: Microsite - Internet - 6/21/2009
Media placement: Webisodes - Internet - 6/21/2009
Media placement: TV - National - 8/1/2009

Describe the objective of the promotion.
Increase back-to-school sales by drawing tweens into a highly participatory, summer-long brand experience, the Sears Arrive Lounge, hosted by Disney star Selena Gomez. How? By putting Sears on tweens’ fashion radar and getting on their shopping short list, all while giving mum great prices. Simply put: Make the fashion proposition hands-on fun for tweens, make the transaction proposition frictionless for mum.

Describe how the promotion developed from concept to implementation
Sears and Selena Gomez conducted a nation-wide search to assemble America’s Best Tween Airband for an appearance in a music video with Selena. Hundreds of thousands of visitors to voted on who got in the band, the styles they wore, the music they performed and more. Hundreds more submitted auditions to become the fifth band member for a streamed red carpet performance at the MTV VMAs. Selena’s video debut coincided with:30 TV cut-downs that matched enticing price-points to the fashions tweens had been actively engaging with for weeks.

Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign reversed a downward trend for Sears in tween apparel: Girls apparel up +21% Boys up +39% Juniors up +51% The campaign created high, episodic engagement across multiple weeks with tweens: Over 2 million site visits to Over 8 million page views 1.5 million YouTube views of the Airband’s music video Average time per visit: 8 minutes Most popular site page: the Style Room The campaign increased awareness and changed perception: Sears was the only retailer among its peers with significant increase in unaided awareness (24 – 34%) 55% said made them want to shop at Sears 63% said made them want to tell friends about Sears

Explain why the method of promotion was most relevant to the product or service
The campaign encouraged kids to use their favorite music to explore and discover their favorite fashion. Sears tween fashions were merchandised around music genres portrayed by Selena and the Airband in the music video: Rock, Skate Punk, Pop and Hip Hop. The video’s music track became a summer anthem through downloads and ringtones. And by helping to literally build the band’s members, music and styles, visitors to engaged with Sears fashion organically well in advance of the back-to-school period. By the August selling season, demand was already high and mum was seeing prices that looked as good as the fashion.