Promotion Marketing Association Awards Gold REGGIE to Kmart for "Meet My Protege"

Campaign Honored In New Product Launch Category

Kmart’s successful launch of the Protege basketball shoe and apparel line was recognized at the REGGIE Awards Show and Gala with a Gold REGGIE in the New Product Launch category last week in Chicago.

The annual event, hosted by The Promotion Marketing Association (PMA) as part of the PMA Annual Integrated Conference, honors excellence in integrated promotional marketing. The theme of this year’s conference was “BLUR; Where Icons & Innovators Cross the Line”—recognizing that the line between traditional promotional marketing and advertising has been forever blurred with integrated marketing.

The “Meet My Protege” campaign was developed by Draftfcb Chicago, Kmart’s agency of record, and spanned TV, out-of-home, online, mobile and dynamically inserted in-game ads. The out-of-home elements included branded subway trains, urban panels, billboards and 100-foot tall tower banners on Madison Square Garden in New York, as well as large-scale video projections on the sides of buildings in Phoenix throughout the 2009 NBA All-Star Weekend. The promotion also included downloadable ring tones and wallpaper options.

“The launch of Protege was a truly collaborative initiative between our Footwear and Marketing teams at Kmart and our agency partners at Draftfcb, and we are honored to be recognized for this great campaign,” said Mark Snyder, Chief Marketing Officer at Kmart. “One of our primary objectives was to use a variety of media to reach our target audience in a meaningful and smart way, and we did just that.”

“Delivering integrated marketing programs is a philosophy we’ve had at Draftfcb since Day One, and we are honored to have helped Kmart earn a Gold REGGIE for the second consecutive year,” said Mat Lignel, Executive Vice President and Group Management Director at Draftfcb Chicago. “Last year’s ‘Style Show Off’ and this year’s ‘Meet My Protege’ are both shining examples of our commitment to delivering creative, integrated programs that are right for the client and achieve results.”

About Kmart
Kmart, a wholly-owned subsidiary of Sears Holdings Corporation (NASDAQ: SHLD), is a mass-merchandising company that offers customers quality products through a portfolio of exclusive brands that include Jaclyn Smith, Joe Boxer, Country Living and Route 66. For more information visit the company’s Web site at kmart.com or the Sears Holdings Corporation Web site at searsholdings.com

About Draftfcb
Draftfcb is the first holistic, global marketing communications agency to operate against a single P&L, with a network that spans 96 countries and employs more than 9,500 people.  The agency is driven by The 6.5 Seconds That Matter, a creative expression recognizing the brief period of time marketers have to capture consumers’ attention and motivate them to act. With nearly 140 years of combined expertise, Draftfcb has roots in both consumer advertising and behavioral, data-driven direct marketing.  It firmly believes there is no way to separate creativity from accountability, which it refers to as Return on Ideas. The agency is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit draftfcb.com

Primary Contact:
Tom Aiello
Kmart
(847) 286-7387
[email protected]

Secondary Contact:
Joshua Dysart
Draftfcb
(312) 425-6011
[email protected]