Newfoundland and Labrador discount department store Pipers has launched a multimedia advertising campaign that sends up its image as a down-market shopping venue.
The campaign includes television, print, radio, online and out-of-home creative pitched to 25- to 45-year-old female shoppers. The creative was inspired by the idea that such consumers were embarrassed to be seen at discount retailer prior to its major redesign project, which began last year.
One of the television spots, for example, features hidden camera-style footage of a woman shopping at Pipers. As she pays for her items at checkout, the woman covers her head with a paper bag. The spot concludes with the campaign tagline, “Didn’t I not see you at Pipers?”
The campaign was developed by St. John’s, Nfld. agency Target Marketing and Communications, which also helped redesign the Pipers brand, including its logo and store exteriors.
Noel O’Dea, president of Target, said the goal of the campaign is to make light of the negative perceptions some consumers have about Pipers while signalling that the store can compete with other bargain-oriented stores such as Winners and Homesense.
“National brands have been in the product lineup for Pipers, but young professionals have not been coming into the store because they’re not aware, and they’ve been going to the well-advertised stores like Winners,” said O’Dea. “We’re targeting the big guys here against the female young professional market, the brand-conscious market, particularly in home, bath and kitchenware.”
O’Dea said he wasn’t concerned that Pipers’ self-deprecating stance could backfire.
“Obviously we’re not intentionally insulting anybody, but we’re not treating it in an overly sacred way either.”
The campaign also includes a contest on Facebook. Prospective entrants can “like” Pipers on Facebook and enter basic personal information to become eligible for a random draw to be held September 26. The winner receives $3,000 in Pipers gift certificates to be spent over a six-month period.
