With the liquidation of many of its stores now underway, Zellers is taking a trip down memory lane with help from its Canadian consumers.
The HBC-owned discount retailer launched the first part of a social media campaign on Facebook last month, asking shoppers to submit their unforgettable memories of the 80-year-old brand for the chance to have it re-enacted for an online video.
Four of the submissions were chosen and produced as 60-second spots for YouTube and the Zellers Facebook page.
In a humorous twist, Zellers’ “executive managing director,” who audiences first met for the retailer’s “Festive Finale” holiday campaign, plays every character. Both efforts were created by Toronto agency John St.
“We found that many shoppers are quite nostalgic about Zellers, and this campaign lets them share their great memories and reminisce about some fun and memorable experiences at our stores,” said Debbie Ford, SVP of marketing and fashion for Zellers, in a release.
Each week, Zellers offers an online coupon to correspond with the theme of the video that has been posted. For instance, this week’s featured video takes place the in the lingerie department and the coupon, found on the same page as the video, is for women’s sleepwear and intimates.
Zellers is looking for another four memories to re-enact as part of the campaign. Facebook fans are invited to submit their tale and tag it as “heartwarming,” “nostalgic,” “strange” or “funny.”
The public will have the opportunity to vote for their favourite of the final eight videos, with the winner receiving a $500 gift card for each of HBC’s retail banners: The Bay, Zellers and Home Outfitters.
This could mark Zellers’ last marketing effort before it closes the doors on 273 of its locations. Last year, U.S. retail giant Target paid $1.8 billion to acquire the leases of most Zellers locations ahead of its 2013 Canadian launch.
