Problem How do you build momentum from a product launch through the back to school season? Solution Use out of home to resonate with the target con- sumer. Background Since its inception in 1961, the Kmart brand has long been associated with consumer concepts such as value and affordability. Kmart’s foray into the athletic shoe market centered on the idea that there was a pre-existing, untapped market for a reason- ably priced, yet high-quality and stylish basketball shoe. Partnering with a much desired shoe de- signer and a well-known basketball personality, Kmart created Protégé – a line of mid-priced, quality basketball shoes with a distinctly urban personality. The shoe was launched in February 2009 and sold exclusively in Kmart. Objective The campaign objective was to cre

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