Target. Campaign.
In a crowded, competitive retail environment, we didn’t shout louder.
We shouted better.
In the U.S., the day after Thanksgiving is called Black Friday, and it’s the traditional start of the holiday shopping season. To kick it off, retailers strive to outdo each other with sales, discounts and promotions. It’s a very crowded, very competitive retail environment, and you really have to create something special to stand out.
Target wanted to highlight the fun, design-savvy appeal of their brand and get people pumped to go to their 2-day sale. This sounded like a job for Cartman, a character dreamed up by the team at BBDO (where Eitan was an ACD at the time).
Cartman captured what consumers love about retail: fun.
We introduced viewers to this intrepid little shopper in four TV spots. He went above and beyond in doing whatever it took to get to the sale: he appeared in print, he was projected onto buildings and he showed up in the subway. He dabbled in virality, too, when he ran on YouTube. At the end of each clip, viewers were directed to the Target website, where they could play a game with more than twenty chapters.
Like the 2-day sale itself, this project was fast, intense and a heck of a lot of fun. And with a significant increase in sales that year, it was successful, too.
