Take a look at Saatchi's new niche marketing site for JCP - all about back-to-school.
According to their release, it's part of a huge investment in the high school demo. The site itself has a reality program featuring designers Chip and Pepper Foster, a contest to present at the Teen Choice Awards, and a couple of great style guide tools including this very fun mix-and-match your stereotype approach:
Offline, there's a seeding strategy for the site (mostly push through movie theater ads), a couple of well-done TV spots and - de rigeur with this audience - a mobile strategy.
All-and-all, a pretty tight campaign. But, I'm left with one objection: The content and the voice don't seem to match. The brand is in your face, but the content is really playful. There's a credibility gap - will a cynical teen audience really engage with this site and tools when there's so little that's organic in the strategy (from the seeding all the way through to the site content).
Thoughts on the campaign?