With the first store openings in Canada just a few weeks away, Target Canada began priming the pump with the launch of its first TV advertising campaign during last night’s Oscar broadcast (The Voix in Quebec).
The 60-second spots are a reflection of the learning that Target has done about its future Canadian customers at events and social media activity. Target has spent the last year listening to feedback and expectations from Canadians about what Target will offer them.
“As we get set to open stores, we wanted to continue to celebrate our neighborly connection to Canada and showcase some of the beautiful landscape and moments that Canadians are so proud of. Hence, the theme of our creative is all around ‘neighbors’, said Lisa Gibson, public relations spokesperson for Target Canada.
Target’s mascot Bullseye rides a sidecar and visits recognizable locations and sees icons in markets across the country; from a Newfoundland red and white painted lighthouse, urban chic Montreal, red Muskoka chairs, an ice rink in downtown Toronto, to west coast redwood forests and Stanley Park totem poles. For the English spot soundtrack, Target went to the extent of securing rights to the Mister Rogers tune “Won’t you be my neighbor” and refreshed with a recording by Toronto band Dragonette, while a Quebec-based band, created a song for the French spot.
The coincidence that Canada’s red and white color signatures align with Target’s helps support the next-door-neighbor familiarity.
The spots are aimed at introducing the Target brand, and do not show stores or products. They will serve to heighten awareness of the imminent store openings and present Target as a friendly newcomer –almost like a new resident who just moved in from out of town to your street and wants to get to know you and the neighbors.
Also supporting the introduction and airing on the website is a video setting expectations for Canadian consumers to “Expect More. Pay Less.”
The “Canada Go The Ride” spots were created by Target’s lead creative agency: kbs+p Canada, part of MDC Partners Inc. Ads will run this spring to support the store openings.
Kirsten Mogg Founder and managing director of Gyld Collective , a collaborative communications and branding firm, she is also contributing editor to Trends Magazine , a Canadian business publication, where she writes about retail and design innovators. Trained in business and communications, she has worked with many leading lifestyle and fashion brands, innovative manufacturers and retailers in Canada, the US and internationally for over 15 years.