La Comunidad Intros Nordstrom

La Comunidad’s kick-off campaign for Nordstrom Department Stores introduces Floridians to a retailer that has built its reputation on customer service.

The Miami agency’s print, radio and outdoor work—tagged “Nordstrom: Shopping humanized”—is tied to store openings in Miami and Orlando, Fla. Print ads will run in South Florida newspapers and magazines in both English and Spanish.

The shop, which won the assignment in a review against undisclosed area agencies, is also responsible for media planning; buying is done in-house. The Seattle-based retailer’s roster agencies include DDB Seattle and Fallon in Minneapolis.

“Nordstrom is very well known in the U.S., especially for its customer service,” said agency creative director Jose Molla. “In Florida, it’s a different scenario, with lots of tourists and business travelers coming from Latin America. They don’t know Nordstrom.”

The challenge is to brand that customer-friendly im-age in the minds of consumers. “Our account planners discovered people with no brand awareness,” said Molla. “Others knew the Nordstrom name, but didn’t know what business they were in. ‘Shopping’ describes what they do. ‘Humanized’ is what makes them different.”

Print ads drive that message via warm images and friendly copy, e.g., “Miami just got a bit warmer” and “We accept cash, checks, credit cards or just browsing.”

Guerrilla marketing includes distributing branded water bottles at area beaches (“We’re good at knowing what you want”) and “nurses” in Miami’s financial district on opening day, Sept. 27, dispensing official-looking “flu” diagnoses with the message, “Now you have a good excuse to come to Nordstrom.”

Ads broke in Miami earlier this month; the Orlando effort begins next week.

Molla, a former Wieden & Ken-nedy cd, created the campaign with copywriters Joaquin Molla and Leo Pratt. Art direction was handled by Ricardo Vior and Mariano Cassisi.