By capitalizing on a play on words, the Kmart customers in this commercial cannot believe that they can ship their pants and other items from online to their home for free. Since 1962, Kmart has been competing with stores such as Wal-Mart and Target. As the third largest discount store chain in the world, it needed a new campaign to revitalize the struggling store chain. When I first saw this commercial, I could not stop laughing. Overall, this campaign has had some pretty good reception.
Humor: 4
As a play on words, this commercial has no problem gaining attention and staying in people's minds. However, this commercial may not be suitable for all ages. This commercial is definitely pointed at people ages 17 and older. Because of its creative wording, I believe this ad will not be easily forgotten.
Effectiveness: 4
According to ABC News, Shannelle Armstrong-Fowler, the spokeswoman for Kmart, said that this ad had reached the most number of views the company has ever had on YouTube. With almost 20 million views, this ad has been widely received by customers. Interestingly, TIME showed that Kmart has been losing sales in-store for a few years now because the stores being dirty and poor customer service. However, instead of taking care of these issues, Kmart has pushed its online sales. The "Ship My Pants" advertisement is a clear indicator of this as well. Retail analyst Brian Sozzi says, "instead of putting money into stores, the focus has shifted online, where sales for Kmart and sister retailer Sears grew 17% and 25% respectively, in the fourth quarter." Sozzi agrees that the website gives consumers a very good experience.
Emotion:1
Although this ad is funny, it was not meant to instill emotion. It's purpose was to promote Kmart's Shop Your Way loyalty program. Kmart's "Ship My Pants" ad does not promote a social cause or create any emotional pull for its viewers.
Customer Reviews: 2
After surfing many different customer review sites, there were hundreds of customer complaints about using the Shop Your Way loyalty program. Although Kmart's website does look inviting and may be user-friendly, the loyalty program that Kmart is promoting in the ad is misleading in how helpful their services can be.
In conclusion, Kmart's "Ship My Pants" ad was very successful in reaching its target audience. However, the service it promotes has not responded well with many of its customers.
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