In a deal brokered by Toronto-based media agency Mediaedge:cia, the Sears brand is set to make a guest appearance in this season’s holiday episode of Corner Gas. The Sears Wish Book catalogue will be written into the script as characters reminisce about ordering items from the book as children. A campaign to draw viewers to the episode, at this time tentatively scheduled for a December 12 airing, will launch in the first week of December and last until the end of the season.
‘We did some proprietary research into product placement and looked at [factors such as] is it effective? Does it impact awareness and purchase intent?’ explains Bruce Neve, VP and managing director at Mediaedge:cia. He says that based on findings of that research, the agency then looked for a property with the same core values as Sears – that being ‘accessible, friendly, popular but not trendy. So we came up with Corner Gas because it’s Canadian and it appeals to everyone.’
Marc Gavreau, national manager of media services at Sears Canada says this marks the first time the brand has entered the world of brand integration.
‘In terms of being in the script, yes. We have, in the past, provided product in exchange for airtime but this is the first time for real integration. Success for us is increased awareness for the Wish Book.’
