Sears Auto Center Debuts New Campaign
Sears Auto Center stores has launched a national advertising campaign with TV, radio, outdoor and several diverse digital channels, as well as refreshed in-store signage and public relations initiatives.
Lori Williams, divisional VP and CMO said the campaign is built around convenience, trust and a commitment to do what's right for the customer. "The new campaign's goal is
to show people that Sears should be their top choice when it comes to auto care and maintenance."
The effort, via McGarryBowen, includes 15-second and 30-second TV spots that illustrate the anxieties of car repairs from the customer's perspective. There are also billboards, radio ads with a call to action to visit neighborhood Sears Auto Centers, which are open seven days a week. There are 800 Sears Auto Center locations in the U.S. The TV spots have the tag, "This is the exception to the rule; This is Sears Auto Center."
The company is also doing localized, grass roots activations and national promotions.
The company also says it is testing digital menu boards in Sears Auto Center waiting rooms meant to help associates explain key repair services and why they are needed. The kiosks also have movie reviews, and other content.
Said Kevin Thoem, Group Creative Director at McGarryBowen. "From a creative standpoint, we selected the 'Big Bad Wolf' score because it allows us to poke a little fun at the competition."
The campaign started in six test markets and is slated to go national on Aug. 12, per the Hoffman Estates, IL-based Sears.