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J.C. Penney's 'Doghouse' gets top ad honors

June 16, 2009
A clip from J.C. Penney's "Beware of the Doghouse" campaign shows a man entering the "doghouse" after buying his wife a vacuum cleaner instead of a diamond jewelry gift from J.C. Penney.

Plano, Texas--J.C. Penney Inc.'s popular "Beware of the Doghouse" spot snagged the 2009 World Retail Award for Best Digital Retail Advertising Campaign at the recent World Retail Congress held in Barcelona, Spain.

According to a news release from J.C. Penney, the Doghouse campaign received high ratings for its creativity and multi-channel integration, with judges noting that the viral campaign "bubbled out into the media, creating great value for the money."

"We are very proud to be recognized by the World Retail Congress for our innovative marketing efforts," Ruby Anik, senior vice president of brand marketing for J.C. Penney, said in the release. "Beware of the Doghouse has proven to be a fun and engaging campaign, building on our success of developing new and innovative strategies that connect with younger consumers on their terms."

Launched in November, the Doghouse campaign is centered around the Web site BewareoftheDoghouse.com, which includes a hilarious four-and-a-half minute video that serves as a warning to men who give their wives bad gifts, like vacuum cleaners or exercise equipment.

The Doghouse spot opens with a man giving his wife a dual-bag vacuum for their anniversary, a move that lands him in the literal doghouse.

In the video, the doghouse is a world where men with a history of bad behavior are forced to fold laundry all day and each quiche out of silver dog bowls.

The only way to escape this dreary underground world, the video reveals, is to give the woman in your life a gift of diamond jewelry.

And, of course, the site makes that easy with a diamond-studded icon labeled "Learn How to Get Out of the Doghouse," which then takes visitors to a page where they can link to J.C. Penney's Web site.

After watching the video, visitors to the Doghouse site can send an e-mail warning someone that they are on the brink of being virtually banished or they can upload pictures and information to the site about a man in their life that is currently in the doghouse for one reason or another.

In addition, the campaign uses Facebook Connect, which allows users of the social networking site to send warnings to or select candidates for the doghouse from their list of friends.

According to J.C. Penney, throughout the holiday season, the campaign logged more than 7 million visitors to the site and garnered more than 14 million video views.

And, as of June 16, 8,493 offenders had been banished to the doghouse.
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