Target.COM IN NYC

PROJECT

Promote Target.com in the NYC area at a time when there was a lack of brick and mortar stores in the 5 boroughs.

SOLUTION

A full 360º campaign that included print advertising, guerilla tactics and charity overlay was developed. the campaign focused on insights specific to the NYC area.

NYC=City Living

A print campaign was created with the tagline "to your door in 24." Online orders in the NYC area would be delivered via a branded Target truck within 24 hours of purchase from the nearest Target location. A concept very similar to what Fresh Direct is doing present day.

NYC=Mass Transit

Ads for mass transit were developed. The tagline, "to your door in 24" tied back to advertising materials.

NYC=Delivery

Target.com would align with various business in the NYC area that offer delivery services (ex. Chinese takeout, pizza, newspaper, etc.). Ad space is purchased to let customers know Target also delivers.

NYC=Compassion

Create a charity overlay. For every dollar spent, Target donates a portion to the local chapter of Habitat for Humanity.

NYC = Fashion

Partner with fashion designers during fashion week to give more exposure to Target's charity program with Habitat for Humanity. Postcards are handed out in goodie bags during fashion shows.

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