Target Dreams Big

Target officially kicked off its "Dream Big, Save Bigger" holiday marketing campaign on Oct. 15 with the debut of its earliest-ever holiday TV spot.Starring mascot Bullseye, the spot drew attention from the likes of Advertising Age for its early launch, as well as some negative comments from consumers via social media outlets including Facebook and Twitter. The trade magazine tapped the spot as the first from a major retailer, noting that it broke three weeks before the industry's traditional Thanksgiving kickoff.Created by Los Angeles-based 72andSunny, the spot introduced an in-store "Holiday Price Match" program running Nov. 1 through Dec. 24 that, for the first time, encompasses online prices from target.com and select competitors (although the latter only through Dec. 16); Amazon.com, walmart.com, bestbuy.com and toysrus.com qualify. Endcap headers and upfront signs tout the program in stores.The spot also plugged the 5% off all transactions and free shipping provided year-round to Target REDcard holders, who for the holidays also get an additional 30 days to return nearly all purchases.In addition to outfitting the back-of-store seasonal department for the holidays, stores used ceiling banners, endcaps and rack headers to deliver themed messages. On Nov. 4, Target also began peppering stores with displays (including tree-shaped floorstands and rack-toppers) merchandising a new, exclusive holiday gifting collection. The collection spans roughly 850 SKUs including sweaters, scarves, iPhone cases and journals ranging in price from $2 to $50. (Target later rolled out a more high-profile holiday collection in collaboration with Neiman Marcus. See "Target, Neiman Marcus …" in Related Articles.)The gift items are included in a broader "Gift Finder" holiday shop at target.com/giftfinder. Email blasts frequently carry links to the destination, letting consumers search by price ("under $25," "under $50," "under $100" and "$100+") or intended recipient ("her," "him," "girls," "boys" and "baby").Following a distinct Black Friday campaign in the weeks before Thanksgiving (see "Target Flips the Switch …"), Target distributed approximately $70 in coupons through a Sunday newspaper insert as well as a direct-mail "Everything Giftbook." (See Related Promotional Activity.) Meanwhile, a Dec. 5 email blast plugged a "Dream Big, Win Bigger" sweepstakes (see Related Promotional Activity) while delivering a printable coupon for a $10 gift card with $50 purchase.Among brand-specific activity:Dedicated endcap displays in the seasonal department merchandise exclusive white chocolate peppermint M&M's from Mars Inc. The unique SKU also earned a circular feature on Dec. 2.In the personal care department, endcaps carry customized shelf trays from Procter & Gamble's Braun and Oral-B and Koninklijke Philips Electronics' Sonicare and Norelco; a red power touch shaver from Norelco identified as "Exclusively at Target" also earned a brand page on target.com and a Dec. 2 circular feature.A custom counter display merchandises an exclusive "fashion collection" from Timex offering watch bands in a variety of colors and patterns.CCA & B's Elf on the Shelf book and toy again earned a dedicated endcap. Billed as an official "adoption center," a supporting page on target.com presents a variety of SKUs from the property, including an exclusive Spanish-language version of the book. Online display ads on websites such as legacy.com support.Coca-Cola Co. reprises its "Arctic Home" effort (see "Coke's Cause Campaign …") on a dedicated brand page, promoting the limited-time availability of a free-with-purchase plush bear at select Target stores during December.SC Johnson's brand page on target.com highlights limited-edition Ziploc storage SKUs and clementine-scented Glade products as exclusive to the retailer.

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