In its marketing push for the holiday season, Zellers is poking fun at its own fate, which will see most of its stores closing down to make way for American retailer Target in 2013. The ad campaign, called Zellers’s “Festive Finale,” features a series of spots showing employees shrugging off the closure of their stores. In one, an “executive marketing director” cleaning out his desk says, “We don’t worry about anything anymore. Seriously, I haven’t worn pants to work in a week.” He emerges from behind his desk in his underwear to reveal the concept for the holiday sale: Zellers is allowing customers, via Facebook, to vote on the sale prices for various merchandise. Also, in lieu of traditional holiday music, Facebook users can vote on songs to be included on in-store playlists. It’s a unique and humorous campaign. It’s too bad: Zellers could have used the laughs, not to mention this kind of creativity, a little sooner.
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