Sears Canada is promoting itself as a one-stop shop for Christmas gifts in a new holiday campaign, titled “For Everything Under the Tree, There’s Sears.”
The idea behind the campaign is shoppers (moms in particular) are time-starved, and Sears has gift solutions to make their lives less hectic during the holidays, whether they’re shopping in stores, online or through the Wish Book.
“We’re conveying the message that everything she needs can be found under one roof at Sears, rather than having to go from place to place,” said Vince Power, VP of corporate affairs and communications at Sears Canada. And that means shoppers can spend more time with their families, he added.
The integrated campaign, created by TBC, includes a 30-second spot that shows families looking at the Sears Wish Book, getting together for the holidays, and unwrapping gifts. Some of the shots are nostalgic, such as the opening scene of a girl looking at Wish Book, who is then shown as a mother herself.
“[The idea] is that her parents shopped for her from the Wish Book and we’re hoping that she’ll find things in the Wish Book now that she is shopping for herself and her family,” said Power.
The television spot is running on CTV, City TV, Global and CBC, as well as specialty channels such as Food Network, HGTV, Bravo, W Network, YTV and Slice.
The campaign also includes radio, print, flyers and in-store marketing. An online advertising campaign includes video, display ads, social media, a blogger program, and a custom content integration with Buzzfeed Canada.
In addition, Sears products are being featured as editors’ picks in holiday issues of magazines such as Chatelaine, Flare, LouLou and Hello Canada. Sears has also partnered with Today’s Parent to create “unboxing” videos on the magazine’s YouTube channel where readers can click and view products from Sears that will help inspire gift ideas.
