Pants on Fire
Ship My Pants, Kmart’s pun-drenched quest to get its ‘ship’ together, has won best-of-show honors in the third annual Hub Prize competition. Ship My Pants prevailed because it solved a problem for Kmart shoppers — out-of-stocks — with a truly meaningful promise: If you can’t find what you’re looking for in its stores, you can order the item online, on-the-spot, and have it shipped, free-of-charge, to your home.
At the center of the campaign (via Draftfcb Chicago) was a YouTube video in which various Kmart shoppers riff on the phrase ‘ship my pants’ to off-color, comic effect (e.g., “I just shipped my pants and it’s very convenient.”). With an initial budget of just $85,000, the result was a sales increase for Kmart, as well as a viral buzz that helped make Kmart pop-culturally relevant in a way it hadn’t been before. To date, the video has received more than 19 million YouTube views.
In an interview with The Hub Magazine, Kmart interim CMO Andrew Stein said the campaign was effective because Kmart shoppers "didn’t know that if we didn’t have something in stock that we would ship it to them for free. It just brings together something that is really funny with a great service that we offer.” A total of 36 Gold, Silver and Bronze medals were awarded, all of which honor excellence in the brand experience, and are featured (link) in the Nov/Dec edition of The Hub Magazine.