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The Challenge
- Heighten awareness of JCPenney's traditional annual Spring "Billion" Dollar Event to gain incremental traffic from its target customer for this department women, 24-54 years old.
The Solution
- Inform customers of the spring "Billion" Dollar Event by developing a theme-related promotion that was incorporated into JCPenney's already budgeted national and local advertising campaign for the event.
- Launch the "Treasure Chest Sweepstakes" which placed a locked treasure chest in the Fine Jewelry Departments of 979 JCPenney stores in the U.S. and Canada.
- Prompt customers to visit a store where they would be given a free key that might unlock the treasure chest. There were 3,000 keys at each store; 10 of the keys were "winners" and would unlock the treasure chest.
The Results
- All 3,000 keys at all 979 JC Penney stores were distributed and all of the prizes awarded.
- JCPenney's Fine Jewelry Departments nationwide and in Canada increased their traffic during the crucial Spring "Billion" Dollar Event by a certifiable 2.9 million customers.
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