Sears Club

Situation:

After initial launch, Sears Club had languished for three years, hardly attracting any members.

Insight:

People enjoy sharing their likes, hobbies, views, etc., with similar people. People have always organized themselves this way, whether in tribes or clubs. Sears Club was repositioned as a real ‘club’ just like any other club, with all the benefits one would expect, rather than just a points scheme.

Effects:

Because of its success, size and attraction, Sears club became the founding partner for the launch of Air Miles in Canada. Sears Club increased its membership three fold over the course of two years. The campaign became the umbrella for all other marketing communications efforts. It also became the Canadian standard bearer for loyalty marketing.