Case Study : Sears, The Great Indoors

Disconnect: When Sears launched a new home store aimed at the decorating and remodeling needs of female consumers, they asked us how they could best bridge the gap between their new brand and their target market.

Link: Direct mail made sense for this audience. But how to stand out from the clutter? By using an interactive CD-ROM that offered livelier and more memorable messaging than print. The CD we created featured both linear segments that introduced the new store and interactive options that let the viewer take a self-guided tour.

Solution: For measurability, we included a $20 savings certificate in the presentation. Viewers activated the certificate through the CD using Web-enabled coding. Results were so strong that the CD is now being used for additional grand opening markets.

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