Sears Canada

Rather than buying media to support Sears’ enhanced electronics departments, Mediaedge:cia chose to sell it instead.

Canwest Media was given exclusive access to Sears’ media assets to promote Global TV’s new fall schedule. The message — “The best way to experience Global’s fall shows is on an HDTV from Sears home electronics” — appeared on in-store window displays, showplace zones and aisle panels, weekly Sears flyers, in-store announcements and sears.ca and e-newsletters. As well, a 30-minute HD reel of new programming ran on the TVs in Sears electronics departments.

In return, Canwest delivered 20-second promos for Global programs with key Sears and vendor messaging, a four-page glossy insert with Sears messaging and Sony and Panasonic ads, distributed via Canwest newspapers and street hawkers wearing Sears/Global outfits. Entertainment Tonight Canada created a custom 30-minute prime-time program covering Global TV’s new fall programming, of which Sears was the exclusive sponsor. A contest featuring Sears prizing was pre-promoted via on-air spots, newspaper ads in the largest Canadian markets, on canada.com and in a monthly newsletter to canada.com subscribers.

Over 90% of the English-Canadian public was engaged by the program, Sears electronics sales increased 20% and over 98,000 people entered the contest. Sears also collected over 3,000 names of people who would like to receive more information about home electronics.