Open to all retail companies (online and/or brick & mortar) with general or specific merchandise.
Be a Hero
FTD, a pioneer of the flower business, was suddenly faced with the challenge of competing in a category increasingly driven by the new and Internet savvy. In an effort to appeal to this audience, FTD created a hip, new advertising campaign. The "Be a Hero" campaign took a revolutionary approach by focusing on the sender's reward rather than the recipients. As a result, FTD experienced a significant increase in traffic to their website, as well as an increase in online order volume.
Client: Florists Transworld Delivery, Inc.
Agency: DDB Chicago
The New York suburban police were called in to clear out the traffic jams created by Kohl's grand openings across the Tri-State; putting to rest Kohl's concerns about competing in New York's frenetic retail environment. Kohl's campaign, used effectively to open other markets, was adapted successfully for New York to connect with a very different customer. The campaign delivered against aggressive business objectives, such as a 300% reduction in store maturity.
Brand: Kohl's Department Stores
Client: Kohl's Department Stores
A Very Healthy Way To Shop
drugstore.com was battling world-class brands and VC-backed upstarts for leadership in the online drugstore category. Barely up and running, we held no real competitive advantages, were expected to be outspent by our top competitors, and had a consumer base that didn't understand what we did. But we realized that connecting with wired, "with it" women could be the key to our success. Our challenge was to dramatically increase brand awareness, position drugstore.com as a convenient place to buy drugstore stuff, and drive traffic to the site.