Wal-Mart ‘Looks Beyond the Basics’

NEW YORK Wal-Mart this week will launch a multimedia campaign focused on surprising shoppers with the range and quality of its merchandise.

The campaign, via Omnicom Group’s GSD&M in Austin, Texas, consists of nine 15-second television spots and print, radio and online ads. “Look beyond the basics” is the tagline.

Both the TV and print ads are presented as mini-testimonials, each of which features a shopper who tells the story of a trip to Wal-Mart that leads to a pleasant surprise. The shoppers go to Wal-Mart in search of something they need, like chips and salsa or lightbulbs, and end up buying something they did not intend to purchase. The ads feature bedding and Metro 7, a line of clothing targeting fashion-conscious urban women that launched at Wal-Mart last fall.

“The idea is to get people to think about the unexpected ‘Wows’ at Wal-Mart,” said a GSD&M representative. “They go into the store looking for a sweet like a Hershey bar and find something sweeter, or go for eye drops and find an eye-opener. It’s about attracting new customers and reminding old ones about the broad range of products and the unexpected merchandise at Wal-Mart.”

Two of the nine spots will air this week on network and national cable stations, syndication and local markets, with the remainder rolling out later this month. Print will break in monthly magazines and, for the first time, People and other weeklies.

The client spent slightly more than $500 million in paid media in the first 11 months of 2005 after spending $580 million the previous year, per Nielsen Monitor-Plus.