Kmart has launched an advertising campaign promoting its layaway service for the holidays. TV spots and print ads will feature Mr. Blue Light, an animated blue light bulb, who promotes the value of the service.
Kmart is heavily promoting its layaway program as part of its holiday message and through 2009. Kmart Chief Marketing Officer Mark Synder talks to Brandweek about how the layaway program, a 40-year fixture at Kmart, helps differentiate the retailer from rivals Target and Wal-Mart.
New York City subway tunnels will soon be home to ads designed to be visible to passengers in passing trains. The ads, which appear as 15-second moving images, will debut on the 42nd Street shuttle line. The ads will be installed by SideTrack Technologies, whose president, Rob Walker, compared the animation to a flip book.
General Motors is looking to allay concerns some car buyers may have about the unavailability of credit, with a new ad campaign by McCann Erickson, Birmingham, Mich. Ads will be featured on radio, in print and in minority-owned media.
Kmart is hoping its layaway service will appeal to budget-conscious holiday shoppers and boost sales. The retailer is launching an advertising campaign that features animated light bulb Mr. Blue Light promoting the service as a way to afford Christmas gifts.
In a nostalgic reference to Kmart's classic Blue Light Special, which dates back to 1965, the company has developed a new spokescharacter: Mr. Blue Light. "We are injecting fresh ideas, fun and new products into Kmart, both in-store and online, and Mr. Bluelight is our expert on all things 'Kmart,'" said Bill Stewart, the company's chief marketing officer, in a statement.