Shopping Made Personal: ChicagoShopping.com brand launchFebruary 1, 2011
Campaign Goal(s): Generate awareness of new shopping website and drive registration and purchase during critical 4th quarter shopping season.
Primary target: Women, 25-54, city and suburban
Creative strategy: Connect with the audience target on both an emotional and rational level through testimonial-style, personal narrative approach. Often in retail advertising, the product becomes the “hero” of the ad. In this case, however, we are more interested in celebrating the shopper herself. With ChicagoShopping.com, she finds exactly what she’s looking for – at an unbeatable price, of course – which allows her to achieve a greater personal benefit (e.g. the perfect anniversary, confidence in her business pitch, the vacation of a lifetime.)
Channels Used: Television, print, online display, email, out-of-home
Results: Over 100,000 people registered on ChicagoShopping.com during the 3-month launch period.
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