Old dogs are learning new tricks as the recession is playing out in a slow fashion. JC Penny’s has launched their new ad campaign for back to school specials and are engaging every type of popular technology to deliver the news. They released an ad to catch the kids enjoying the summer releases in theaters that runs about 60 seconds. The location is the familiar school cafeteria where a fashion show just happens to break out showing off the new JC Penny looks for fall. Penny marketing is utilizing a dance track from Hockey, called “Too Fake” and they have launched as a co-sponsor for the bands tour schedule coinciding with the media blitz.

The cafeteria bit has been warped into a television commercial and is providing pricing to entice money conscious teen agers watching their clothing dollars like they have never had to before. Mom and Dad’s credit cards are either cut up ala Dave Ramsey or over the limit this year. The ad agency for Pennys (Saatchi & Saatchi) has the message integrated in all the popular ways, Facebook pages, digital ads and mobile phone contests. Don’t forget the website kicks into high gear as well. This campaign has all the signatures of a winner with new content coming out as we write this to showcase skateboarder Ryan Scheckler. JC Penny’s is combining their old school quality and value with forward thinking styles and marketing. I think they are a survivor!

Source: Brandweek