Starring Selena Gomez, this campaign made a direct correlation between music genres (Rock, Pop, Hip Hop and Skater) and fashion styles. Arrive Lounge online experience was set-up as the primary engagement hub for the campaign. It was highly interactive and featured a logo design mixer, an integrated air mixer where kids could make and share their mixes and it hosted a nationwide search for America's best air band. The campaign wrapped up at the MTV music awards where the winner of the 5th air band member contest was announced, streamed live at arrivelounge.com.
Don't Just Go Back, Arrive: going back to school is about making a statement and there's no better way to do that than with serious style sense. Its not just about showing up, it's about making an entrance and Sears has the right styles to take your look to the next level.
Don't Just Go Back, Arrive: going back to school is about making a statement and there's no better way to do that than with serious style sense. Its not just about showing up, it's about making an entrance and Sears has the right styles to take your look to the next level.
Agency: Y&R Chicago
Identity_Logos
TV Advertising
TV 00:30, GM, "Rock"
TV 00:30, GM, "Pop"
TV 00:30, GM, "Hip Hop"
TV 00:30, GM, "Skater"
E! News, Sears Segment
Digital_arrivelounge.com
Campaign Results
Awards
2009 Effie Award
The foremost ranking of effectiveness in the marketing and advertising industry
GOLD
Integrated media campaign (Back to School): “Don’t Just Go Back. Arrive.”
Client: Sears
Agency: Y&R Chicago
2009 RAMA
Racie- retail award for creativity, innovation & excellence
GOLD
Integrated media campaign (Back to School): “Don’t Just Go Back. Arrive.”
Client: Sears
Agency: Y&R Chicago
2009 RAMA
Racie- retail award for creativity, innovation & excellence
SILVER
Single media campaign (broadcast/TV): Back to School Rock, :30 consideration ad
Client: Sears
Agency: Y&R Chicago
2009 RAMA
Racie- retail award for creativity, innovation & excellence
SILVER
Digital experience (microsite): ArriveLounge.com
Client: Sears
Agency: Y&R Chicago
The foremost ranking of effectiveness in the marketing and advertising industry
GOLD
Integrated media campaign (Back to School): “Don’t Just Go Back. Arrive.”
Client: Sears
Agency: Y&R Chicago
2009 RAMA
Racie- retail award for creativity, innovation & excellence
GOLD
Integrated media campaign (Back to School): “Don’t Just Go Back. Arrive.”
Client: Sears
Agency: Y&R Chicago
2009 RAMA
Racie- retail award for creativity, innovation & excellence
SILVER
Single media campaign (broadcast/TV): Back to School Rock, :30 consideration ad
Client: Sears
Agency: Y&R Chicago
2009 RAMA
Racie- retail award for creativity, innovation & excellence
SILVER
Digital experience (microsite): ArriveLounge.com
Client: Sears
Agency: Y&R Chicago
