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The roller JCPenney nothing but clean and quiet positive. It is magic!
Saatchi & Saatchi New York has developed a new video for the American retail chain JCPenney in the strategy «Every Day Matters» - «Every day counts».
Recall that a year ago the top management of the network canceled the contract with DDB Chicago and announced its new marketing goal - to become for buyers more than just shops with clothes, be lovemark. And since March of this year, all communication with the audience aimed at achieving this goal: movie "Calendar" on the daily chores of the family, touching the spot Mother's Day, July campaign «Back To School». Advertising refers to people who have already taken place as an individual, stand firmly on his feet and emotionally developed. Therefore, the roller JCPenney nothing but clean and quiet positive.
In the new video «Magic» JCPenney offers to pay attention to the fact that every day - it's magic, that man - a wizard who can make his life the way he wants. The viewer sees the usual daily activities and events take on magic touch. Moreover, such a classic - the magic tricks with coins because of the ears, the rabbits out of the hat and disappear and emerging subjects.
Tagline roller is constructed on the same principle on which were built all previous tagline rollers campaign «Every Day Matters»: it begins with the words «Today's the day ...»: «Today's the day to work your magic» - «~ Today is the day to work on your magic ».
Mike Boylson, chief marketing officer, JCPenney: «Everything to do advertising, focused on the product. We also did it. But we realized that no matter how well done this kind of advertising - it's still not making its way through the general hum. Of course, even within the company people are asking, and whether we are doing, but we are learning to trust the guys at the agency. Sometimes we ran advertisements that do not understand, neither we nor our customers. And something I firmly learned that if you're doing the same old overdone "product" ..... that everyone else, you're just throwing away your money ».
How Russian creators localize slogan «Every Day Matters»
via / lokalizaciya / 2007/08/08/19612 /
Recall that a year ago the top management of the network canceled the contract with DDB Chicago and announced its new marketing goal - to become for buyers more than just shops with clothes, be lovemark. And since March of this year, all communication with the audience aimed at achieving this goal: movie "Calendar" on the daily chores of the family, touching the spot Mother's Day, July campaign «Back To School». Advertising refers to people who have already taken place as an individual, stand firmly on his feet and emotionally developed. Therefore, the roller JCPenney nothing but clean and quiet positive.
In the new video «Magic» JCPenney offers to pay attention to the fact that every day - it's magic, that man - a wizard who can make his life the way he wants. The viewer sees the usual daily activities and events take on magic touch. Moreover, such a classic - the magic tricks with coins because of the ears, the rabbits out of the hat and disappear and emerging subjects.
Tagline roller is constructed on the same principle on which were built all previous tagline rollers campaign «Every Day Matters»: it begins with the words «Today's the day ...»: «Today's the day to work your magic» - «~ Today is the day to work on your magic ».
Mike Boylson, chief marketing officer, JCPenney: «Everything to do advertising, focused on the product. We also did it. But we realized that no matter how well done this kind of advertising - it's still not making its way through the general hum. Of course, even within the company people are asking, and whether we are doing, but we are learning to trust the guys at the agency. Sometimes we ran advertisements that do not understand, neither we nor our customers. And something I firmly learned that if you're doing the same old overdone "product" ..... that everyone else, you're just throwing away your money ».
How Russian creators localize slogan «Every Day Matters»
via / lokalizaciya / 2007/08/08/19612 /
