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Sears
'Don't Just Go Back. Arrive.'

RAN IN: United States

CLIENT
Sears Holding Company

Don Hamblen, CMO and VP, Sears Holdings
Robert Raible, VP, Integrated marketing, Sears Holdings
Chris Bohrer, Director, Advertising - Broadcast, Sears Holdings
Dana Schueller, Director, Program Development, Sears Holdings
Richard Gerstein, CMO, Sears Holdings Corporation

AGENCY
Young & Rubicam Chicago *Lead Agency

Jim Reath, CMO, Y&R Chicago
Ken Erke, EVP, Chief Creative Officer, Y&R Chicago
Chris Hunter, SVP, Creative Director, Y&R Chicago
Kevin Babcock, Director of Digital, Y&R Chicago
Deja Cowser, Account Supervisor, Y&R Chicago


MPG


Designkitchen


SUMMARY

Sears had experienced 10 years of downward momentum at back-to-school. To reverse that trend we embodied the Tween values of collaboration, participation and sharing. We created a program that reached them with the things they value most: music, celebrity and social media. Within the first 2 months of the program, we reversed negative trends and got 1.6 million hits to the website.

CASE STUDY

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CASE VIDEO


Hero Medium: Consumer Involvement

Type: Business to Consumer

Classification: National

Language: English