← Back to Blog
January 22

The Show 2019. about to get real.

featuring medal winners of Ad Fed MN’s The Show. Get your shit together & join the crṻe on March 8.

Get loud for Periscope, a fierce creative & strategic arm of Quad/Graphics driven by a simple mission: do things people love.
Their set list: Periscope is a full-service agency, based in Minneapolis, with global offices in Hong Kong and Delhi. Periscope offers a full spectrum of marketing services to a wide range of acclaimed brands including Bridgestone, Target, Arctic Cat, UnitedHealth Group, Trolli, BASF and more. Periscope
The Campaign’s Creds
Best Of Design, Best of Digital, Event – Gold, Logo Design – Gold, OOH Installation – Gold, Innovative Use of Interactive/Technology – Gold
ON LEAD VOCALS
Matt Miller, Group Creative Director
Kirstin Stahl, Creative Director
Sarah Bohline, Account Director
AJ Scherbring, Creative Director
Kayla Fay, Designer
The client JCPenney
Situation

JCPenney needed to break through the clutter of the holiday season and help consumers (re)discover all that JCPenney has to offer, for less money than she expects. And equally important, show up in a way that changes consumer perception from an outdated retailer “my grandma shops at” to a modern retailer with style, quality and value for all.

Strategy & Creation

Their solution was the creation of Jacques Penné: a beautifully curated, limited-time pop-up shop and digital 360° immersive experience. This new JCPenney platform represented the brand in a fresh curated way, showcasing the amazing selection of on-trend gifts available at JCPenney. The name Jacques Penné was chosen as a playful, tongue-in-cheek way to create intrigue and reintroduce JCPenney as a chic holiday boutique. Jacques Penné aimed to change consumer perceptions by elevating the brand into an unexpected, boutique-style experience with value prices—one that left shoppers asking, “Is this really JCPenney?!”

Jacques Penné launched with a bright and beautiful holiday pop-up shop in the trendy Soho neighborhood of New York. The Jacques Penné digital experience offered the same opportunity to shop, explore and buy in a 360° immersive environment that shoppers could access and enjoy from anywhere. The store was curated by celebrity style and social influencers to add interest and help shoppers discover the hottest gifts of the season. Nicole Richie was their featured celebrity influencer and her collection of favorite handpicked gifts was showcased on a special display featuring amusing personal quotes about why she picked each gift. In addition to shopping for gifts, the experience included influencer meet and greets, complimentary coffee and cocoa, mini beauty touch-ups from Sephora and demonstrations of the Google Home, which was programmed to turn on glittering holiday lights whenever anyone said, “OK Google, light up the holidays.” Shoppers also discovered our holiday mural made from more than 9,000 pennies, creating a shareable Instagram-worthy moment.

Execution

To get the buzz started, members of the media were invited to a private, pre-opening media party hosted by celebrity influencers Nicole Richie and Michael Strahan. In partnership with JCPenney’s PR agency, they distributed press releases and offered interviews to select stations and publications. Periscope leveraged our celebrity and social influencers to extend the reach socially and JCPenney’s owned channels promoted throughout the weekend. The buzz generated was instant and electric.

Measurement

With the buzz and a positive shift in brand reputation being the top objectives, Periscope captured both in spades.

  • Generated 410MM impressions with nearly 600 earned PR placements including NY Live, ET, US Weekly and others.
  • Created a positive brand impression with 100% positive sentiment across all earned media and social media mentions.
  • More than 13,000 sessions on the virtual site.
  • Increase in overall holiday store traffic compared to last year.
ABOUT TO GET REAL
a content series featuring medal winners of Ad Fed MN’s The Show from Heibrid.

Get your shit together and join the crṻe on March 8 at Orchestra Hall. #metalNmedals