target remodels campaign

As Target geared up to remodel stores nationwide in 2017, all sorts of communication challenges came to the fore — easing guests’ confusion during construction, building excitement for what’s to come and then getting throngs of shoppers in the door once complete. We teamed up with Target to do just that for hundreds of stores over the course of three years, creating everything from in-store marketing during remodels to multi-channel awareness campaigns celebrating fully refreshed store experiences.

in-store marketing

We worked with Pavlov Visuals to create a modular illustration system that helped cue the remodel and visualize the different areas of the store that would be under construction. See more of the illustration work here.

post-remodel out-of-home campaign

Once remodels were complete, we shared the news loudly and proudly, welcoming guests back to their happy place with everything from out of home media, direct mail, social and display ads.

360 video

To tease the completed remodels, we shot 360 video highlighting the new grocery department on Facebook, giving guests a sneak peek at what they could expect at their local store.

social content

We also concepted and filmed celebratory GIFs that showcased guests returning to newly remodeled stores.

grand re-openings

In select markets, we helped throw a party to celebrate the completion of a remodel. For Target’s flagship location on Nicollet Mall in Minneapolis, we threw a morning happy hour for commuters, giving away free cold brew, donuts and invites to an afternoon grand reopening party at the store. We covered the store’s exterior and atrium in more than 16,000 balloons with the help of Girl Friday.

Client: Target
Agency: Colle McVoy | 10 Thousand Design // Creative Director: Jen Orth // Associate Creative Director & Senior Designer: Clarissa Hernandez // Designer: Britta Clark // Copywriter: Hojo Willenzik