Open to all retail companies (online and/or brick & mortar) with general or specific merchandise.
Kohl's attempted to enter the extremely competitive LA market under the worst of circumstances. Nevertheless, through intensive research, strategic and nontraditional media placement, and a cohesive campaign idea that offered the Household COO what no one else in the market could- everything (brands, value, and convenience)- Kohl's set company records: 6 stores rang up to $500,000 in sales in the first day (normally takes one month), unaided brand awareness exploded to 32.6% from 1.8% before the media blitz, and company stock value increased 11% to reverse a 3-month skid. Kohl's had made its grand entrance into the LA market and the crowd (thanks to powerful PR program, 800-strong waited outside for the store to open) cried for more.
Client: Kohl's Department Stores
Agency: McCann Erickson
The Big Lots "Closeout Moment" campaign clearly differentiated the Brand from its formidable competitive set (Wal-Mart & Target) by taking ownership of closeout retailing, elevating the quality perception of closeout merchandise and creating a dramatic perceived price-advantage. The brand uses celebrity Jerry Van Dyke to connect with a penny-pinching target and make closeout shopping acceptable to wide audience.
Brand: Big Lots
Client: Big Lots, Inc.
Agency: SBC Advertising
Come Home to Lowe's
The 2002 Lowe's Home Improvement Warehouse challenge is a case of David versus Goliath whereby the challenger leverages and extends a powerful branding idea to succeed in spite of the significantly greater size and resources of the dominant entrenched leader in the category. The campaign proved successful in closing the gap between Lowe's and Home Depot and growing overall sales and comparable store sales.
Brand: Lowe's Home Improvement Warehouse
Client: Lowe's Companies, Inc.