Open to all retail companies (online and/or brick & mortar) with general or specific merchandise.
The Big Lots "Closeout Moment" campaign clearly differentiated the Brand from its formidable competitive set (Wal-Mart & Target) by taking ownership of closeout retailing, elevating the quality perception of closeout merchandise and creating a dramatic perceived price-advantage. The brand uses celebrity Jerry Van Dyke to connect with a penny-pinching target and make closeout shopping acceptable to wide audience.
Brand: Big Lots
Client: Big Lots, Inc.
Agency: SBC Advertising
Come Home to Lowe's
The 2002 Lowe's Home Improvement Warehouse challenge is a case of David versus Goliath whereby the challenger leverages and extends a powerful branding idea to succeed in spite of the significantly greater size and resources of the dominant entrenched leader in the category. The campaign proved successful in closing the gap between Lowe's and Home Depot and growing overall sales and comparable store sales.
Brand: Lowe's Home Improvement Warehouse
Client: Lowe's Companies, Inc.
We're With You
In the 2nd half of 2001, Circuit City set out to relaunch its brand and turn-around negative sales in time for the critical Holiday retail season, and beyond. The "We're With You" campaign highlights the enthusiasm men feel about consumer electronics, features entertaining and highly relatable situations that people find themselves in when purchasing electronics, and provides tangible reasons to shop at Circuit City -- helpful and informed sales counselors and unique service policies. This fully integrated campaign drove significant increases in all key brand communication measures and resulted in double-digit December sales increases, with positive sales trends holding to date!
Brand: Circuit City
Client: Circuit City Stores, Inc.