Past Clients


JCPenney 2011
State Farm 2010
The Century Council 2009
AOL 2008
Coca Cola 2007
Postal Vault 2006
Yahoo! 2005
Visit Florida 2004
Toyota 2003
Bank of America 2002
Daimler Chrysler 2001
The New York Times 2000
Toyota 1999
Hallmark Cards, Inc. 1998
Pizza Hut 1997
American Red Cross 1996
Chrysler Corporation 1995
Eastman Kodak Company 1994
Saturn Corporation 1993
Visa, USA 1992
American Airlines 1991
The Hearst Corporation 1990
Kellogg Corporation 1989
Nestle Foods Corporation 1988
Chevrolet Corporation 1987

Case Study


2011 Case: JCPenney

In 2011, JCPenney presented us with the challenge of revitalizing the interest of their 24-34 year old female target market. Throughout the past decade, the department store giant has been losing consumers to growing specialty stores and online shopping sites. JCPenney battled perceptions that it was outdated and cheap, making it difficult to compete at higher price points.

 

Our Solution

Our mission was to radically revive their target market's consumer market share through changing established perceptions of JCPenney. Through our research, we discovered that consumers purchase clothing that expresses their personality. Our unexpectedly bold campaign prioritizes the consumer shopping experience, focuses on streamlining product selections, and places an emphasis on technology. Through new in-store sections that double as satellite stores in areas without JCPenney, we propel women to enter the store and define their fashion and lifestyle by "Casting an impression" through JCPenney's clothing.



© American Advertising Federation, University of California, Berkeley Chapter, 2011
Contact us: recruit@calaaf.com.