2011 Oscars Watch: A Rebranded jcPenney Hits the Red Carpet

Oscars-Ads.com The #1 Site about Academy Award Broadcast Advertising and Commercials
Oscars-Ads.com The #1 Site about Academy Award Broadcast Advertising and Commercials

Sunday’s Academy Awards marks jcpenney’s tenth year as exclusive retail sponsor of the Academy Awards. This year, in tandem with many of the attendees, it will be putting forth a fresher face — only this one will make it obvious that it’s had work done.

In tandem with the retailer’s rebranded logo, look and identity, its advertising during the Oscars telecast on ABC will introduce a new tagline: “We make it affordable, you make it yours.”

The brand is squarely positioning itself as an expert in great style at compelling prices. Seven 30-second spots produced in partnership with Saatchi & Saatchi will highlight key brands including Liz Claiborne, MNG by Mango, People StyleWatch and Cindy Crawford Style.

“Our new marketing campaign reinforces our commitment to making fashion more accessible than ever,” comments chief marketing officer Mike Boylson. “At jcpenney, we believe great style doesn’t have to be expensive.”

Social media Oscar activities include paying fashion blogger Geri Hirsch to post on jcpenney’s Facebook page before and during the awards so fans can shop the looks and vote on their favorites.

A Facebook sweepstakes, “Shop Like a Celebrity,” will offer round-trip airfare to Manhattan, a two-night hotel stay, limo transportation, a $500 jcpenney gift card and fashion advice from Mia Morgan, celebrity stylist and fashion blogger.

On Twitter, the brand is sponsoring a promoted hashtag — #OscarsTrivia — inviting viewers to answer one of six fashion-related questions correctly and mentioning jcpenney will receive one of six $20 jcpenney gift cards.

In-store, the brand is displaying more digital savvy, too. It recently installed “findmore” fixtures, 42 inch touchscreens at more than 120 US locations, enabling customers to find and purchase items and sizes not in stock at the store and to receive and share additional information via e-mail.

An iPad app is also available in 50 JCP jewelry departments that lets users view jewelry via an interface similar to the Modern Bride section of its website.
“Offering an in-store digital experience that drives additional sales is a true differentiator for JCPenney,” commented EVP Tom Nealon.