3. Project description: The previous Target branding campaign had been hanging for about three years, when we were approached with an opportunity to “reinvent” the campaign. The brief asked us to create a campaign that immediately resonated with Guests while being both fun and, of course, undeniably Target. People love shopping at Target. They love the brand. The Bullseye represents that brand. We took those truths one step further, with the “Bullseye Playground” branding campaign.
4. Project challenges: Introducing (and selling) a new campaign after the same thing had been running for three years was no small feat.
5. Strategy: create a campaign that immediately resonated with Guests while being both fun and, of course, undeniably Target
Delivery of Work
Created primarily for interior and exterior applications on all 1,750 store locations, the campaign also includes print ads, billboards and art posters for Target's corporate offices in the USA, India and China.
The Results
6. Effectiveness: The Client is a Target branding expert. She thinks it’s a success because it’s a progression from where we were, without abandoning where we’ve been.
-Economy: It’s an ambient branding campaign. ROI isn’t easily determined.
-People: It’s an ambient branding campaign. No measurable “results.”
-Environment: Target has a massive infrastructure supporting efficient shipping practices, etc.
-Culture: Target is consistently admired and imitated. And anyone driving by a store will see the campaign.
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Account Executives
- Karen Deutsch
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Art Directors
- Allan Peters
- Dawn Selg
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Copywriters
- Andy Thieman
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Creative Directors
- Jason Langer