Kmart: PRICE TAG DEATH

Credits & Description:

Advertiser: KMART
Agency: DRAFTFCB
Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Managing Director: Colleen Smithe (Draftfcb)
Art Director/Copywriter: Gabriel Schmitt (Draftfcb)
: Illustrator (Estudiorama)
Art Director: Gustavo Dorietto (Draftfcb)
Group Managment Director: Kelly Graves (Draftfcb)
Art Buyer: Laura Laube (Draftfcb)
Print Producer: Julie Regimand (Draftfcb)
Executive Creative Director: Jon Flannery (Draftfcb)
Creative Director: Howie Ronay (Draftfcb)
Retoucher: Karyn Bieneman (Draftfcb)
Creative Director: Sean Burns (Draftfcb)
Chief Creative Officer: Todd Tilford (Draftfcb)

Implementation
To generate awareness and show how fast the deals are over, we placed posters inside Kmart stores showing price tags that were moments away from expiring in terrible and funny ways. The posters were switched every 24 hours with the new “deals of the day', attracting attention and driving more people to the website.

Outcome
The response was huge. Customers that had never visited Kmart’s website started visiting it to look for the exclusive deals. The 'deals of the day' promo became a reason for them to come back repeatedly to the website, helping to dramatically increase sales.

Relevancy
Humor is a key part of Kmart’s brand strategy. Every day, thousands of people visit Kmart stores. So we developed a humor-driven campaign using in-store media that helped generate traffic to the Kmart website where 'deals of the day' live.

Client Brief Or Objective
'Deals of the day' is an area inside Kmart’s website with unbelievable deals that last only 24 hours. But, in a world flooded with low price points, it is easy for offers to become invisible. Because of this, Kmart customers had no idea about this exciting, ongoing, limited-time offer.