RadioShack is set to debut a new advertising campaign in early February with the tag line, “do it together,” which is reminiscent of a long-running campaign that worked well for Lowe’s.
The ad campaign is part of a new brand positioning which the company believes articulates the brand's purpose and serves as the foundation for the company's competitive advantage. The new brand statement, "It Can Be Done, When We Do It Together,” speaks to the RadioShack brand's ability to collaborate with consumers to help them discover what is possible through technology, according to the company. The new positioning is rooted in RadioShack's purpose as the brand that enables customers, filling a void when consumers need knowledge and some added expertise to bring a tech idea to reality.
"RadioShack is realigning our brand around our core purpose, which goes beyond our great product assortment and price match guarantee. RadioShack helps consumers find the products they need to connect and power their lives. More importantly, RadioShack can help create technology-based solutions that make anything possible," said Joe Magnacca, RadioShack CEO. "This new approach gives us an internal rallying cry to motivate our team of almost 30,000 associates to go the extra mile for our customers as we continue to make progress with our turnaround plan."
The “do it together” slogan is reminiscent of the tag line “let’s build something together,” that was used extensively by Lowe’s until the fall of 2011 when it was replaced by, “never stop improving.”
"We've extensively researched RadioShack's role in the marketplace, and from that we know that RadioShack can deliver on a positioning that openly states anything is possible when we ‘do it together,’” said Jennifer Warren, RadioShack’s chief marketing officer. "This is something that differentiates us and is in line with where the consumer electronics industry is headed, delivering connected solutions to the marketplace.”
She said the concept was introduced to partners at CES (Consumer Electronics Show) and it was very positively received. The marketing plan includes TV, radio, print, digital, social and in-store executions, created with a how-to perspective in mind and placed to reach and engage a very tech-forward audience.