Open to all retail companies (online and/or brick & mortar) with general or specific merchandise.
2004 back-to-school season was more cluttered than ever, JCPenney and the competitors were all offering hot styles of the season at affordable prices. By gaining an in-depth understanding of how kids define style, and fashion, and translating that insight into advertising, we were able to convince kids and moms that JCPenney has the coolest fashion they were looking for. The result - JCPenney outdid the agile competitors and won the critical back-to-school battle despite a tough economic environment.
Agency: DDB Chicago
L.L.Bean was faced with the challenge of generating sales and buyers in an increasingly competitive retail world. Most retailers chose discounts and sales to spark spending, but consumers were realizing that many of these products were cheap in more ways than one. This set the stage for L.L.Bean to demonstrate that long-lasting quality is more important than short-term, hot price-points. Through a communications effort demonstrating L.L.Bean's 90 year commitment to craftsmanship and customer satisfaction, L.L.Bean helped redefine value among new and current consumers. Consumers responded, with an increase in new buyers and a lift in dollars spent among new buyers.
Brand: L.L. Bean
Client: L.L. Bean, Inc.
Agency: Martin Williams
Do It eBay
Entering the 2002 Holiday season, eBay faced the task of exceeding its historical record for outstanding revenue and profit growth. With aggressive goals and softening economy, the investment community eagerly awaited what eBay would do to maintain momentum. The results of a surprising and unapologetically different national campaign broke all previous sales records for eBay and were credited with transitioning the online auction giant from a profitable internet to a formidable national consumer brand.
Agency: Goodby Silverstein & Partners