Mark’s Gets Ready for Winter

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Title

The Colder it Gets, The More You Save

Advertiser:

Mark's

Year:

2015

Source:

Cassies

Product Category:

Retailers

OOH Format:

Digital, Outdoor

Country:

Canada

Objective:

During January and February retailers across the country experience significant declines in foot traffic while trying to clear out winter inventory, which leads to price wars. Mark’s had to find a way to break through with only a sales message. With an ambitious objective to increase sales by 10%, the question became whether flyers and low prices alone could achieve the goal.

Target Group:

Toronto Urban Males

Strategy and Media Used:

The strategy had to establish an undeniable need, questioning conventional approaches to clearance messaging and motivate Mark’s urban male target to visits its stores. The opportunity lay in a key insight: weather is the first and most important trigger for purchasing outerwear. Mark’s “Ready for Winter” ads, each within walking distance of a nearby Toronto store, became the first-ever digital transit ads with a live Weather Network feed to determine the discount: as the temperature dropped, so did Mark’s prices on winter apparel.

Results:

The flagship stores in Toronto experienced a 21% increase in comparable sales from 2014, surpassing the original goal of 10%. The 21% increase was 13% higher than non-participating Ontario Mark’s stores and nearly four times greater than the national category norms, which came in at only 4.7% during the month of February.