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G.I. JOE'S GROWS SALES BY 20% G.I.Joe’s is a big-box sports & auto chain in the Pacific Northwest. At the time of the campaign, the primary customer for the store was male 18-45. One member of our creative team aptly described the store as the place where action figures would shop if they came to life (a nightmarish thought by itself). We created a brand message based on the exhortation "Seize the Weekend" to appeal to those action figures. Though there was no "brand" advertising per se, each price-item ad carried the brand with humor designed to appeal to the hairy-arrgh-arrgh-arrgh target market. It worked. During the first year of the campaign, same-store sales grew by as much as 20%. Without increasing the media weight, we were also able to increase ad awareness from 6% to 70% in six months. Let's see what's on TV Listen to the Radio |
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