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Sears Auto Center launches new national advertising campaign
(August 14, 2012) Sears Holdings Corporation and its Sears Auto Center stores unveiled a new, highly-integrated national advertising campaign that will showcase the brand's commitment to re-connecting with customers through trust and peace of mind when it comes to auto maintenance and repair. The innovative new campaign will come to life through TV, radio, outdoor and several diverse digital channels, as well as refreshed in-store signage and public relations initiatives.
"This campaign was developed from an understanding of how customers view the key strengths of Sears Auto Center -- convenience, trust and a commitment to do what's right for the customer every time," said Lori Williams, Divisional Vice President & CMO, Sears Automotive. "The new campaign's goal is to show people that Sears should be their top choice when it comes to auto care and maintenance."
Sears Auto Center worked with agency McGarryBowen on the campaign that includes:
Both 15-second and 30-second TV spots that illustrate the anxieties of car repairs from the customer's perspective, and highlights Sears Auto Center's strong investment to do what's right for the customer every time by providing certified, helpful automotive technicians.
Outdoor billboards highlight the Sears Auto Center commitment to honest vehicle maintenance at convenient locations nationwide.
Radio commercials that capture attention through a straightforward approach that invites listeners to stop by neighborhood Sears Auto Centers, the only automotive service provider open seven days a week, for service with the latest automotive maintenance technologies.
Public Relations initiatives targeting customers through localized, grass roots activations and national promotions that showcase breadth of offerings and follow the campaign commitment that Sears Auto Center fulfills an important need in communities across the U.S.
Digital menu boards now being tested in Sears Auto Center waiting rooms that help associates explain key repair services and why they are needed, as well as programming such as movie reviews, celebrity news and more to keep customers entertained while they wait for their cars.
New in-store signage provides informative and consultative stress-free car care, while creating a cleaner, more modern and comfortable experience!
[Specific details on Sears' African-American targeted efforts for this campaign were not available at press time.]
"When we looked at Sears Auto Center, we realized that they are not only a category leader, but they have this huge supply of trust that their customers give them credit for. In a way, the new campaign just leverages the truth that is already out there," 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 new ads and signage bring to life Sears Auto Center's understanding of car maintenance anxieties and frustrations, but also reaffirms the brand's commitment to provide reliable and convenient service. The campaign has been running in six test markets and has elevated business, and was slated to go national on Aug. 12. This campaign is a breakthrough for the category and drives home the trust people have in Sears when it comes to maintaining and caring for their cars.
Most of the ads are accompanied by the tagline, "This is the exception to the rule; This is Sears Auto Center."
The television ads can be found on YouTube. There are 800 Sears Auto Center locations located in cities and towns across the U.S. For more information on Sears Auto Center or to find the nearest location, please visit http://www.SearsAuto.com, "Like" us on Facebook and "Follow" us on Twitter. From more info contact Larry Costello, Sears Holdings Corp., (847) 286-9036.
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