From Home Furnishing Business
New Sears Campaign Highlights Possibilties for Home
By Home Furnishings Business in Advertising on May 2007
Sears has introduced a fresh marketing campaign centered on ads that invite customers to imagine the endless possibilities for life at home.
The campaign, which includes the tag line, Sears. Where it begins, presents products, services and solutions that Sears offers customers through the different stages of their lives.
The image of a book is the structure for the campaign that includes television commercials, print circulars, online impressions, in-store signs and other marketing vehicles. Through the image, the campaign suggests shopping at Sears is like opening a book with a story about life at home. Designed to offer a nod to Sears heritage and to speak to customers about their needs and lifestyles, the campaign was created by Y&R in Chicago.
The commercials will run nationally on network, cable and syndicated television and will be shown on programs, including the season finales of Foxs American Idol and ABCs Extreme Makeover: Home Edition, Desperate Housewives, Brothers and Sisters and Dancing with the Stars.
Our customers are busy, practical people who attach a great deal of importance to their homes and the time they spend there with their families, said Maureen McGuire, chief marketing officer for Sears Holding. Sears has a long history of making their everyday dreams come true. The campaign shows how shopping at todays Sears can inspire them to imagine and fulfill new possibilities for every chapter of their lives.