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Kmart
That's Big Gas Savings!

RAN IN: United States

CLIENT
Kmart

Mark Andeer - VP, Creative
Beverly Mason - Director, Creative
Andrew Stein - CMO, VP of Mktg. Planning

AGENCY
FCB Chicago *Lead Agency

Todd Tilford - CCO
Chris Bing - SVP, Group EP/Agency Producer
Casey Cobler - Editor, Inside Job
Todd Durston - VP, Creative Director
Jon Flannery - EVP, Executive Creative Director
Berk Wasserman - VP, Creative Director


SUMMARY

In retail location is everything. So with only a fraction of the stores, we needed to give shoppers a new reason to drive past competitors and turn into Kmart instead. Enter a new gas savings program that needed to be seen as bigger than big if it were to get noticed and drive traffic. Brought to life with "Big Gas" humor where the joke and the message were one and the same resulted in amazing consumer engagement and sales lifts like those not seen for years.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Consumer Involvement,Radio,Interactive

Audience: Cultural or Ethnic Group,Women,Young Women (20-35)

Objectives: Increase sales, volume

Type: Business-to-Consumer

Classification: National

Language: English