Target Takes Shoppers on a Holiday Odyssey

Target coordinated digital, in-store, print and broadcast elements of its holiday marketing plan around a central storyline dubbed “The Holiday Odyssey," hoping to stir up a magical marketing blitz that would separate it from the pack.As told in a digital storybook housed on a target.com microsite, the retailer's story follows three kids and Target mascot Bullseye as they go on a holiday adventure to light up a giant Christmas tree. In a whimsical world where toys and candy talk, the children encounter giftable characters including Minions, Ninja Turtles, Lego people, Elmo and a giant octopus made of Twizzlers.The 49-page book is available in both English and Spanish — with the English version narrated by star Neil Patrick Harris. Social media activity, including sponsored Instagram ads, directs consumers to the microsite (storybook.target.com).The story serves as the backbone of the retailer’s holiday marketing plan; its various elements are emphasized and embellished throughout the rest of the retailer’s holiday campaign in an ongoing narrative.In stores, door clings and standees mimic landscape trees, with the latter proclaiming “Your adventure starts here" and distributing the retailer’s holiday toy book. The plot also will be gradually revealed and expanded in a series of TV spots that will air throughout the season, subtly and not so subtly weaving in marketing messages such as one touting free shipping from Nov. 1 through Dec. 2. (See below.)Further, Target on Dec. 9 will open a 16,000-square-foot retailer spectacle in New York’s Meatpacking District. Dubbed “Target Wonderland," the company says the pop-up will be “part magical toy store, part Pop Art exhibit … [combining] physical and digital shopping in exciting new ways.” It will include the “S.S. Free Shipping” Lego ship depicted in the aforementioned TV spot, along with other elements from the Holiday Odyssey campaign.For everyone outside Manhattan, the retailer beginning Dec. 6 will offer “Wonderpacks” activity kits for fun family activities, such as an “Ugly Sweater Mug Makery” comprising mugs, crafting kits and hot cocoa.Additionally, Target is partnering with ABC and Walt Disney Co. to bring Mary Poppins back to network TV for the first time in 14 years on Dec. 12. During the film, all 12 of the retailer’s holiday ads will air in sequence. Meanwhile on Dec. 18, Stormtrooper characters will star in an ad airing in theaters during the premiere of Disney's Star Wars: The Force Awakens.This is Target’s fourth holiday campaign with 72andSunny. The retailer also worked with LatinWorks to create multiple Hispanic spots. Target Creative, Carrot Creative and 360i worked on social promotion, Knock provided in-store merchandising, while Haworth and GroupM handled media buying, Ad Age indicated. While Target’s overall holiday marketing spend remains the same as the previous year, the retailer is dedicating 61% of its media budget to digital, up from 51% last year, according to the publication.

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