Commentary
Atmosphere BBDO - Target
- by August 25, 2008
Target
http://www.atmospherebbdo.com/work/target/2dayCampaign/
Finalist Retail/Consumer Products and Services
Andreas Combuechen, CEO, chief creative officer; Arturo Aranda, senior creative director; Ron Lent, associate creative director; Eitan Chitayat, associate creative director; Rob Seale, art director; Shawn Zupp, senior account director; Jonathan Davis, developer; Jason Ladao, developer; Paul Whitmore, developer; Byrce Churchill, developer; Jun Xu, developer; Billy Kersnowski, developer; Andrew Deutsch, developer
When the prices of gas, food and, well, everything are skyrocketing, advertising the heck out of a huge sale is presumably a
wise investment if you're a big-box retailer and impulse buys are your bread and butter. Enter the "Race to the Target 2-Day Sale," which kicked off Target's holiday shopping season. The online
promotional barrage - centered on a stick figure and his shopping cart (aptly named "Cart-Man") - included an interactive game that could be posted on social network pages, rich media banners and
videos on YouTube. Cohesive, easily recognizable (red and white, anyone?) and direct in its message, the campaign yielded 1.2 billion online impressions and 2.2 million clicks. What recession?
