I am currently taking a copywriting class in the advertising sequence at Kent. Although I am not entirely interested in entering the copywriting field, I am enjoying the class so far. We were given an assignment to find an advertising campaign we thought conveyed a message well and had a good play on the copy. I admire most of Target’s advertising campaigns, mainly, for the way each one grabs the audiences’ attention. Each one is unique and has a relevant message about Target’s brand identity. When receiving the assignment, I knew I wanted to discuss one of its campaigns, but I had to figure out exactly which one. I began searching online for its most recognizable campaigns. While searching, I found that it was difficult to find a whole campaign in one place, so I switched my search to Target’s advertising agencies. I stumbled upon Peterson Milla Hooks agency in Minneapolis. From what I can gather, PMH creates most of Target’s campaigns. I searched the site and I found the one, I think, that is the most effective.

Target’s “Hello, Goodbuy” campaign, from 2007, has some of the best copy and visual connections, clearly stating its brand message. The commercials in the campaign stay true to the psychedelic feel the cover of the song “Hello, Goodbye,” by The Beatles, creates in the ad. In each commercial, available to watch on PMH’s website, the visuals of Target’s products are transformed, multiplied and chopped, reminiscent of the 1960’s era vibe. All the commercials show practical items and fun, frivolous items which can all be bought at Target.

Throughout the campaign, the “Hello, Goodbuy” is clearly a play on the song’s title “Hello, Goodbye” by replacing goodbye with goodbuy. Target wants its customers to know it provides goods for their needs and wants. Target’s customers can walk into its store and leave with bread, milk, toilet paper, a toy for their child and a new shirt for themselves. This concept is even more clearly stated in the print ads from the campaign.

Looking at the photos of the print ads, I believe each ad was a spread in a magazine. On one side is the copy “hello” and a photo of a fun situation that may involve consequences. On the other side is the copy “goodbuy” with a practical item to solve the potential consequence. This comparison shows Target’s fun, playful side and its practical side. The target audience is most likely younger to middle-aged mothers shopping at Target for themselves and their families. The campaign reinforces the one-stop-shop message that Target wants to inform its audience about. Target wants its customers to stop there for groceries, toys, clothes and accessories, instead of stopping at a grocery store, a toy store and a mall. Stopping at one place is less stress for the target audience, and Target wants to demonstrate that with its playful ad campaign.

The third medium Target used for its campaign was a non-traditional billboard located in Times Square. The billboard looks like the print advertisements and wraps around the corner of a building. There are various “hellos” and “goodbuys” on the wrap billboard. I think the message is simple enough for the audience to see and understand amidst the clutter of Times Square advertising. Each medium supports the ad message and relates the message to the target audience. The copy connections, the song and the visuals all create a cohesive advertising theme that Target can, and has, used for multiple campaigns.