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   Flowers Communications Group and French/West/Vaughan Collaborate for Kmart
   Consumer/Kmart/The Americas/French/West/Vaughan

Challenge

Kmart launched lease-to-own financing at stores nationwide during the 2013 holiday season. The latest addition to Kmart’s portfolio of financial services, the lease-to-own program began to rollout at Kmart stores in test markets as of Oct. 15 and was available in all stores, nationwide by Nov. 22., just in-time for the Thanksgiving holiday shopping weekend.

Response

To engage consumer audiences and drive program participation during the busiest shopping weekend of the year, local market activations were executed on Thanksgiving Day at Kmart stores in three priority markets: Los Angeles, Chicago and Raleigh, NC. To help seamlessly bring the activation to life in Raleigh, NC, a local market where we had limited presence, Flowers Communications Group (FCG) engaged with IPREX partner agency, French/West/Vaughan (FWV), for support during planning and execution.

Food Truck Takeover

During the early morning hours of Thanksgiving Day, popular local food trucks branded with lease-to-own logos set up in Kmart parking lots. Trucks shared free donuts and coffee with shoppers as they waited in line for 6 a.m. doorbuster deals, while lease-to-own street teams shared details of the new service and handed out branded coffee tumblers to the first 100 people in line.

Results

As media outlets planned their Thanksgiving weekend holiday shopping coverage, the lease-to-own food truck takeover offered an additional visual element that helped set Kmart apart from other retailers. Through the partnership between FCG and FWV, we were able to leverage key local insights to select the best store locations and food truck partners to fully optimize coverage. Through this IPREX agency collaboration, we were given access to the additional bandwidth needed to have a seasoned agency representative onsite at each location to facilitate media interviews, prep store representatives with lease-to-own talking points and ensure an overall flawless program execution. More than 15 outlets across the three local markets covered the events, resulting in more than 12MM media impressions from onsite media. Highlights included national broadcast coverage from NBC News and CNN; local broadcast coverage from ABC affiliates in Los Angeles, Chicago and Raleigh, NC; and, local print coverage from the LA Times, Chicago Tribune and Raleigh News and Observer.