Sears and Havas Chicago team up for 'Duress' campaign around breaking appliances
What’s worse than a leaking dishwasher? Or a busted stove?
Sears and Havas Chicago team up for “Duress” campaign around breaking appliances
Havas Chicago created the “Duress” campaign for Sears around the death of everyday appliances.
According to Sears, 60 percent of home appliances are bought in duress. In spots like “Two Weeks’ Notice,” “The Final Countdown” and “Spinning in Confusion,” the campaign highlights a few of the warning signs that consumers should pay attention to when an appliance is close to the end of its life.
"When an appliance reaches the end of its life cycle or breaks beyond repair, it's known as a duress purchase. That's an important point in the member journey, meaning people act quickly to replace their appliance," said Steve Stafford, vice president of home appliances at Sears. "From our member data, we know that 70 to 80 per cent of these duress purchases start with online research. We think this campaign will engage members online in a very targeted manner — especially the way we satirize that 'oh no' moment we've all experienced when we need appliance help."
“I think everyone can agree, when a home appliance dies, it sucks. So we ran with that truth and positioned Sears as the go-to source for relief. Sears really is the iconic American brand that’s been helping people overcome duress situations for decades — they’re the experts,” said Havas Chicago CCO Jason Peterson to Adweek.