2014 Winners

Print Engagement: BRONZE

Walmart - Pajamas

Date of Implementation:

November 29, 2013

Objective & Challenges:

For the first time since coming to Canada, Walmart was offering online shopping on their website, walmart.ca. As one of the largest retailers in the country, this was huge news. People could shop all of Walmart’s products from the comfort of their homes. And to top it off, there was even free shipping. When it came to online shopping though, Walmart wasn’t even on the radar for Canadians. So, the agency had to get the word out in a way that was exciting, engaging, and most importantly, talk worthy.

Insight & Execution:

The agency targeted people where they do their online shopping: specifically, at home in their pajamas. We did that by sending them a flyer. But not just any flyer, a flyer that was actually in the form of a pair of pajamas; this way people could shop Walmart in the comfort of their PJs. If they liked a blender on their sleeve, or a toaster on their leg, all they had to do was log onto walmart.ca and order it. It took online shopping to a whole new level of comfort.

Results & Impact:

In the week following the campaign, which included social media and television, walmart.ca saw a 147% increase in traffic. Plus, the PJs got an estimated 3.6 million social media impressions across the country. All in all, it’s safe to say we got the word out and walmart.ca became an instant hit!


Client: Walmart Canada

Creative Agency: Name here

Writer: Mike DeCandido

Art Director: Jessica Nichols

Creative Director: Ryan Spelliscy, Brent Choi

Have questions? Need help?
Contact Zoe Sherwood at 416-408-2300 x237 or zsherwood@brunico.com.