Sears Comes Out on Top with Everything Under the Tree


The advertising push entails an integrated effort across television, radio, online, print, and on-the-ground activation

A fan of the festive season, Sears Canada has launched its 2015 holiday campaign titled For Everything Under the Tree, There’s Sears.  The message is straightforward. Canadians can find the gifts they need for their families and friends under one roof.

A celebration of family, the retail giant has made it possible for shoppers to transact through multiple channels including in-store, online, or through the Wish Book, to make available the provision of personal convenience. The push entails an integrated effort across television, radio, online, print, and on-the-ground activation.

Developed by advertising agency TBC, the commercial is set to air nationwide from 24 November 2015 across platforms ranging from CTV to City TV, Global, and CBC as well as specialty channels such as Food Network, HGTV, Bravo!, W Network, YTV, and Slice.

Meanwhile, the brand’s products are featured in magazines like Chatelaine, Flare, LouLou, and Hello Canada! Also, it has also partnered with Today’s Parent to release Unboxing videos via the publication’s YouTube channel so readers can click and view products from Sears to help inspire great gift ideas.

The exercise is supported by five weeks of radio across 48 markets on top-rated stations listened to by the brand’s target customers as well as a robust online advertising campaign inclusive of video, display advertising, social media, a blogger programme and custom content integration with BuzzFeed Canada.

For Everything Under the Tree, There’s Sears was written by singer-songwriter Joey Levine. The campaign continues through to Christmas Day, with a separate version of the television spot focused on the five-day Black Friday weekend running from 26-30 November 2015.

“We know people are short on time. Our campaign is designed to say: Sears is your store so you can satisfy your wish list for your spouse, kids, friends, and even for you,” said Brandon G. Stranzl, Executive Chairman of Sears Canada.

Deborah Joy Peter
Deborah Joy Peter
Staff journalist, World Branding Forum.

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