With retailers worried about this year’s back-to-school season not boosting their bottom line as it has in the past, one apparel retailer is putting a fashion foot forward by issuing an ad campaign that’s sure to turn teen’s heads.
As part of JC Penny Company’s “Schooled in Style: Smart Looks For Less” marketing campaign, which launched on July 14, a cinema and TV spot called “Lunchroom Runway” will be shown, featuring students doing a fashion show in their high school cafeteria.
In addition to showcasing this add before PG and PG-13 movies, on general TV, and on Univision during Premio Juventud, a popular music awards show, the campaign combines digital, social, mobile, and traditional media with events and promotions giving teens a birds eye view of the styles and brands it’s offering for the 2009 season.
“JCPenney’s merchandise offering for this year’s Back-to-School season is better than ever and our ‘Schooled in Style’ campaign brings it to life in fun, interactive ways for our teen customers,” said Mike Boylson, chief marketing officer for JCPenney.
Boylson explained that to fully leverage digital and social media, the campaign includes the following elements:
- Television and cinema ads with music from band Hockey.
- A dedicated site—jcp.com/teen—which allows teens to sign up to receive texts on their mobile phones about sales and special offers
- A customized teen Facebook page with a wide array of interactive and mobile features, concerts, promotions, etc.
While teens will see the fashion side of the campaign, parents will see the lower price tags, making it a win-win for families everywhere. “Together these elements showcase the diverse and fashion-forward assortment of brands we offer and make it clear to customers that even as we’ve stepped up our style, they can continue to rely on JCPenney for great quality and affordability,” Boylson said.