Yes, JCPenney

Shoppers are sleeping on JCPenney.

We need a bold reinvention that reshapes the brand and wakes people up in an unignorable way.

Bragging is a societal no no.

There is one exception, however: Bragging about how great a deal is. “Thank you. I know, it’s nice—and you WILL NOT believe how much I paid for it.” Social is awash with people sharing their hauls and not gatekeeping the deals they’ve found.

So many people know JCPenney for its great deals. But only true fans know it is runway-ready, high-quality fashion at great deals.

A new creative brand platform: Yes, JCPenney.

Fashionable clothing. Popular beauty brands. Fine jewelry. Even on-trend homeware. All designer quality. Surprising, right?

Don't be surprised when you have to repeat: "Yes, JCPenney."

We launched with a series of anonymous ads—an OOH play with models in high-end fashion and nothing more than a QR code that brought people to the JCPenney website (much to their surprise).

We then brought the "Yes, JCPenney" platform to life by showing that when you buy a $250 runway-ready matching set in a bold print for $72, you're not just buying a $250 runway-ready matching set in a bold print for $72. You're buying a $250 look from someone for $72.