Advertiser: TARGET
Agency: VERITAS COMMUNICATIONS, kbs+
Category: Copywriting
The campaign was teased for months in advance with red carpet events, local celebrations and community-level giving that shook hands with our new neighbours and let them know what they can expect from Target. On Oscar night, we launched our own piece of film, a :60 TV spot set to the childhood theme song from “Mr. Rogers Neighbourhood” re-imagined by Canadian talent. In the spot, Target took a beautiful journey across the country to say “hello.” The neighbourly love continued in beautiful artwork created by a Canadian illustrator that dominated city murals, subways, superboards, online and print, all reflecting the neighbourhoods in which it ran. Social media lit up with Twitter parties and almost one million fans on the Canadian Facebook page. All of this was done to show our neighbourly love before doors even opened.
Campaign Description
Target’s first international expansion was into a market with a long history of being a close neighbour. Our challenge was to create anticipation and alleviate the apprehension associated with a large US retailer. An authentic approach was critical – true to Target and to Canada. The key iconography, “Bullseye Heart Maple Leaf” was born. A symbol of our love for Canada, and it launched our national campaign. The journey to meet Canadians in the neighbourhoods they call home became the key concept for all creative. TV featured an epic cross-country journey, strengthened by the song “Won’t You Be My Neighbour”; music was brought to life by Canadian bands in the two national languages. Exemplifying Target’s commitment to design and communities, local neighbourhoods were authentically recreated by a Canadian artist for print, outdoor and digital. Every touchpoint brought two neighbours closer together, showing how proud Target was to call Canada “home."
Effectiveness
The campaign was extremely well received. Not only did media pick up our story nationally, but reiterated campaign sentiment through their coverage. Since the first Target activation, awareness of the brand jumped from 70% to 92%. What’s more, awareness grew in the right direction, as a study from Brand Finance Canada found that Target’s brand strength is already considered as valuable as domestic retailers that have been around for decades. With 891,046 fans on Facebook and growing, Target is now the #3 Facebook page in Canada, surpassing all defined competitors. Roughly 1/35 Canadians is a fan. This fact was only fully comprehended opening day when line ups stretched around the block. The launch was so anticipated that inventory levels couldn’t keep up with consumer demand.