Sears Painting Services

How do you connect an established brand with a new demographic? Sears Home Services, a division of Sears Canada that provides home appliance installation, house painting, repair services and more, had a long history of servicing generations of Canadian families. For years, people had grown up with Sears as a prominent leader in the retail marketplace. Today, the company needed to connect with a new generation of families, made up of people who had grown up in a much more fragmented retail landscape.

Solution

Soccer! We started with the insight that many young families are involved with sports, soccer in particular (Canada’s #1 sport for kids!). By partnering with Major League Soccer, a two-tiered program was developed including activations at Toronto FC, Montreal Impact and Vancouver Whitecaps games, with further activations at “TFC On the Road” events and other community events across Canada. These events included the Mississauga Waterfront Festival and Taste of the Danforth, and offered kids and parents the chance to compete on the world’s largest foosball table and an opportunity to win the ultimate home “Fan Cave”, provided and installed by Sears.

Across both activation tiers, participants were encouraged to enter via on-site iPad booths, or through a Facebook microsite. In order to further dial up the excitement at our game day activations, brand ambassadors also gave away Sears Home Services and TFC co-branded “Thundersticks”, noisemakers that could be used during the day’s game.