Hoffman Estates, IL, March 31, 2006--Sears has launched this spring by a fully integrated marketing campaign: Spring Changes Everything.
The campaign is designed to get customers excited about what Sears has to offer this spring season.
"Because Sears provides everything from the latest innovations in lawn and garden equipment to pretty and feminine spring fashions, Sears has a unique opportunity to be a one-stop destination for springtime solutions," said Joan Chow, senior vice president and Sears' chief marketing officer.
Sears brings the "Spring Changes Everything" campaign to life through avariety of marketing vehicles, including broadcast and print advertising, event marketing, in-store signage, mall tours, direct mail, online programs and public relations. Creative was developed by Y&R Chicago.
TV Ads: 30-second lead spot launched the season on March 26. In the spot, viewers see a series of what appear to be plants and flowers in bloom--a closer look reveals the blossoming of Sears' lawn and garden items. Captured in 3D animation, the images showcase all the larger-than-life items available at Sears.
Print Ads: Presence in top shelter and women's publications including, Better Homes and Gardens, House and Garden, InStyle, Lucky, Women's Day, etc.
Event Marketing: Spring kick-off the week of April 10 in NYC with a one-of-a-kind event--100 women dressed in the same Sears apparel "swarm" the streets of NYC to distribute style guides, coupons and flowers.
Online: Look and feel is consistent with the overall campaign. Moreover, customers can sign up for e-blooms, which provide various tips and deals each day that are available exclusively online.
Mall Tours: Sponsorship of two mall tours--Road to the Daytime Emmys with ABC and Spring Fashion Show with Hearst publications.
Sears will coordinate promotional messaging and offers around core product categories, including lawn and garden, outdoor living, tools, apparel and home services. Product solutions encompass landmark brands--Kenmore, Craftsman, DieHard and Lands' End--as well as home services that prepare customers' homes for the season.
