You can view videos online by purchasing a subscription.
Videos are not available for download. Some cases only have a video.
If there is no written PDF, only the video is available for the case.
Subscribe here
X
2010 GOLD RETAIL
UNITED STATES
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
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.