Shoppers on a Mission, Check it Out: Sears Unveils New Brand Marketing Campaign
Sears, Roebuck and Co. (NYSE: S) wants customers to discover all that it has to offer, through a new integrated marketing campaign launching on Thursday, September 6.
"Sears. Where else?"
With its new tagline, "Sears. Where else?鈩�," the campaign focuses on Sears unique assortment of brands, guarantees, credit and services. The ads feature real-life vignettes with humorous twists, while emphasizing the depth and breadth of Sears merchandise assortment.
The new campaign is only one building block of Sears emerging strategy to drive profitable top-line growth and improve full-line store performance by becoming more relevant to customers.
"Sears has a surprisingly broad and unique range of goods, services and guarantees to help families live their lives," said David Selby, Sears senior vice president of marketing. "Our new campaign celebrates this breadth and reveals Sears in an honest, humorous, surprising and yet affirming way. It seeks to tell our story and position and differentiate our brand more completely and clearly."
Helping customers on a mission
At the heart of the campaign is the insight that Sears core customer is a "mission shopper" who is extremely focused and time-challenged in getting through her day. The campaign demonstrates the ability to complete many of her shopping missions at Sears. Checklists and checkmarks are used as unifying devices throughout the campaign to serve as simple reminders of how easy it is to accomplish shopping missions at Sears, with its broad array of products and services.
All Sears agencies engaged
The campaign was developed by the Sears marketing team with Young & Rubicam, Chicago, and is being implemented by all Sears agencies, including Young & Rubicam; Ogilvy & Mather, Chicago; Burrell Communications Group, Chicago; Mendoza Dillon & Asociados, Newport Beach, Calif.; Kang & Lee, Los Angeles and New York; A. Eichoff & Company, Chicago; and ABD, Chicago.
The national advertising and marketing campaign initially will feature television, newspaper and magazine advertising, and will extend to sears.com, in-store signage, in-mall and in-theater executions. The spots will run during primetime and early morning across all national networks. The magazine ads will appear in a comprehensive collection of national consumer magazines targeted to women with families. Targeted national television and consumer magazines will carry the advertising to Hispanic and African-American customers.
A comprehensive internal communications plan with a training component will impress upon Sears employees the critical role they play in serving customers and driving them to discover Sears broad array of products and services. The objective is to present a more complete view of Sears across all departments, from the customer's perspective.
Visit to preview a sampling of the advertising.
Sears, Roebuck and Co. is a leading U.S. retailer of apparel, home and automotive products and services, with annual revenue of more than $40 billion. The company serves families in the U.S. through Sears stores nationwide, including approximately 860 full-line stores. Sears also offers a wide variety of merchandise and services through its Web site, .
SOURCE: Sears, Roebuck and Co.
Contact: Media, Lee Antonio, +1-847-286-5569, or Rebecca Hary,
+1-847-286-3796, both of Sears, Roebuck and Co.
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