Kmart asked us to create disruptive and exciting creative for their billboard in Times Square - something that would shift eyes to the retailer and announce to consumers that Bluelight Specials are back.

We developed this billboard concept along with a social activation idea all centered around the thrill of finding the next ridiculously good deal:

1) The billboard asks users to @FindTheBlueLight on Instagram. 

2) Once there, users find a grid of videos of Kmart blue light sirens under a link in the Kmart bio. They must try to find the winning Bluelight special and activate it but only one of the videos is the actual special.

3) Once found, the siren goes off flashing and playing exciting celebratory music (think Selena's Bidi Bidi Bom Bom) 

4) The Bluelight Special of the day is revealed and the user must hurry and go claim that ridiculously great deal at a Kmart location near them!

Copywriter: Emma Myers
Client: Kmart
Agency: Havas Chicago