After 18 long months with its doors closed, Eatons was re-launched and re-positioned by Sears. Leveraging the emotional relevance of its namesake, we had three goals to accomplish: generate immediate traffic during retailís peak time (Christmas), position Eatons as a high-end destination department store and establish Eatons as a unique shopping experience.
To reflect the nation-wide news of the re-opening of Eatons, the advertising had to be bigger than life - something consumers had never seen before. This was our one chance to make a huge impact. But we needed a hook - something that was solely ours in ownership, but also relevant to fashion. It was decided that we would own aubergine, the new signature colour of Eatons, in a manner never seen before in Canadian media.
Eatons awareness surpassed its competitors and rose 35% in eight weeks. In fact, a whopping 81% of those who viewed the debut spot correctly identified the advertiser as Eatons. Traffic into the stores exceeded forecasts by almost 800%.
The campaign has received numerous awards, including one from Strategy for its audacious media plan, which included buying all 22 advertising minutes of the TV premiere of the latest James Bond film.
| Agency of the Year |
| Gold: Palmer Jarvis DDB Silver: Ammirati Puris Bronze: Taxi |
| Honourable Mention: BBDO Canada |
| Finalists: J. Walter Thompson Ogilvy & Mather |
| Best Media Operation |
| Gold: M2 Universal Silver: Harrison, Young, Pesonen & Newell Bronze: Starcom Worldwide |
| Best Media Director: Hugh Dow, M2 Universal |
| Judges: Creative Strategic |
| How do you get to be Agency of the Year, Best Media Operation, and Best Media Director |
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