In my last post, I talked about the "Falling for Fall" advertisement that Target is currently airing. Funny enough, in my Consumer Behavior class, a group presented on another web advertisement that Target is promoting called "Falling for You". Target is again trying to promote the fall season's clothing in a different way than "Back to School". As a young adult, you are no longer going back to school, so Target seems to have gotten the idea that they should also try and reach out to the younger crowd.
The "Falling for You" campaign is a series of short episodes that come out in weekly installments as a romantic comedy genre. At first glance, they are just short videos, almost like a mini-series. But what makes them an advertisement, is that they are wearing and using all things sold at Target. And as you are watching these videos, the items shown pop up in a side bar and link to Target's online store. It is a pretty cool concept in that it is encouraging people to come back to the site to view the next video the following week, with even more product from Target. It definitely encourages impulse buying, as well as promoting fall purchases.
As far as the creative brief for this, I definitely think Target wants to reach a bit older audience than the typical back to school shoppers, but those that are still young adults. They are also trying to get more shoppers to use their online store, making it much easier to find the products they are drawn to in the episode by directly linking them to the site.
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