As the Creative Director on Fleishmanhillard's new business pitch for JC Penney there were a few key points I wanted to be sure we hit with our creative activations.
Find interesting and useful ways to bring people into the physical stores. We can talk non-stop about how malls are dying and people aren’t going anymore, but what if we gave them a reason to go? What if the store used some of that space to support the community in a way that ties into the brand itself?
JC Penney was unique in the fact they weren’t trying to appeal to new customers. Instead, they were trying to speak to the loyal customers they already had. So with that in mind, we wanted to find ways that JC Penney could highlight specific holidays or traditions celebrated by their current customer base.
A few fun, noteworthy, and memorable PR activations. Pop-up Nando’s restaurants in select stores? What a dream. A little Euphoria photo shoot? Couldn’t imagine anything better.
And the good news? JC Penney loved it. FH was hired and the rest is history.
