Sears begins summer campaign
Retail chain Sears Canada has begun a new national advertising campaign. The 30-second television commercial, developed by Bimm, is set in a suburban backyard and features various Sears products in the seasonal apparel and outdoor living categories. The ad is intended to use humour to encourage consumers to rethink their ideas of the kinds of products they can find at the chain. It will run on CTV, City, Global, CBC, HGTV, Bravo, Food Network and W Network.
The campaign also include an online video pre-roll ad that incorporates links that will take viewers directly to a product page at Sears.ca. This element makes use of technology from Google. According to the company, Sears is the first Canadian department store to make use of this technology. The campaign will run until June 1.
"For over 60 years, Sears Canada has looked for ways to create an authentic connection with our customers and potential customers, while at the same time demonstrating our core strengths and product offerings," said Doug Campbell, president and CEO of Sears Canada. "This campaign is an exciting new frontier for us, as it's the first time we've been able to integrate a shoppable functionality into our online ads. This will allow our clients to move easily from watching our videos to the product page for a featured item on Sears.ca."