JOE MICHAELSON

 

Faced with the challenge of creating a new brand campaign that could also deliver retail promotions, this campaign succeeded in driving positive comp store sales for the brand and introducing the new Reward Zone loyalty program.

 

In the wake of the campaign launch, the Reward Zone program reached its goal membership of 2.5 million members four months ahead of schedule. And same-store sales for the second quarter, which immediately followed the start of the campaign, increased 7.5 percent over the same period from the year prior.

 

 

 

The success of this campaign earned us a Silver Effie Award.