Welcome!

News Feed Item

RadioShack Super Bowl Commercial Sheds Outdated Image to Make Way for "Do It Together" Brand Positioning

Icons of the '80s Help Turn the Store of Your Past into the Store of Your Future

FORT WORTH, Texas, Feb. 2, 2014 /PRNewswire/ -- RadioShack ushered in the company's new brand positioning with a 30-second ad featuring '80s icons during tonight's Super Bowl. The ad is meant to shed outdated perceptions of the brand for consumers in need of a reintroduction to RadioShack.

(Logo: http://photos.prnewswire.com/prnh/20130716/LA47690LOGO)

"This is a bold, strategic move for RadioShack, and we're using the Super Bowl as the platform to get people to rethink RadioShack," said Jennifer Warren, senior vice president and chief marketing officer at RadioShack. "This ad is meant to grab attention, make viewers laugh, and let people know, it's out with the old and in with the new RadioShack."

The ad, titled "The Phone Call," features icons from '80s pop culture who show up to reclaim the technology of their decade, helping the brand turn the page on the RadioShack of the past. The spot opens in a throwback RadioShack store; an associate receives a warning phone call before familiar '80s personalities including Hulk Hogan, Mary Lou Retton, Kid 'n' Play, and Alf, among others, barge in to "take back" their technology. What's left is a sleek, modern store that serves as an introduction and invitation for consumers to shop the new RadioShack.

"We have spent months talking to consumers about their perceptions of RadioShack and what they want in a shopping experience," Warren said. "Our Super Bowl commercial allows us to show customers that we are listening to them as we reposition the brand."

In an effort to continue "clearing out the '80s" and celebrate #InWithTheNew, RadioShack is hosting a 24-hour sweepstakes via Twitter, which launched in line with our Super Bowl ad. The brand will unveil unique '80s-themed prizes via the @RadioShack Twitter account throughout Sunday and Monday (2/3), and consumers who follow @RadioShack and tweet a fun comment with the prize hashtag are entered to win one of the retro relics, along with a $100 gift card to experience the new RadioShack. The prize pool includes a pair of original Air Jordan 1 sneakers, a replica "Beat It" jacket, a 1986 Vision Psycho Stick skateboard, a Cabbage Patch + Rainbow Bright doll set, and a 1987 Porsche 924S. Full details can be found at RadioShack.com/DIT.

Consumers also can view a special 60-second extended version of the ad, digital shorts in which RadioShack associates teach '80s icons how to use today's technology, as well as behind-the-scenes footage of RadioShack's Super Bowl fun, at YouTube.com/RadioShack.

The Super Bowl ad, extended online footage and Twitter giveaway are the first works to debut from RadioShack's new advertising and media partner, Austin-based GSD&M. The agency selected veteran Super Bowl ad man Frank Todaro from Moxie Pictures to direct the "Phone Call" spot.

"We wanted to directly address outdated perceptions of RadioShack, using both humor and nostalgia," said Joe Magnacca, chief executive officer of RadioShack. "We have committed significant work in stores across the country, with design and product assortment, as part of our turnaround effort. And we want to invite consumers back in to experience RadioShack. We love the '80s like everyone else, but it was time to show how we've evolved."

#InWithTheNew

The Super Bowl ad lays the foundation for RadioShack's new integrated marketing campaign, which debuts Monday, Feb. 3, and brings to life RadioShack's recently announced brand positioning, "It Can Be Done, When We Do It Together." The new positioning speaks to the brand's ability to collaborate with consumers to help them discover what is possible through technology.

The new Do It Together-themed creative will be centered around RadioShack's associates, who have the know-how to bring consumers' ideas to life. The multifaceted marketing plan includes TV, print, digital, social and in-store executions, all created with a how-to perspective in mind and placed to reach and engage a very tech-forward audience.

"We're thrilled to be launching our newest work with our agency of record, GSD&M. We collaborated with them from research to concept to creative, which vividly illustrates DIT. It's an exciting time for our brand, and having one of the top creative agencies in the country as our partner through this turnaround time is proving invaluable," said Ms. Warren.

About RadioShack Corporation
RadioShack (NYSE: RSH) is a leading national retailer of innovative mobile technology products and services, as well as products related to personal and home technology and power supply needs. RadioShack® offers consumers a targeted assortment of wireless phones and other electronic products and services from leading national brands, exclusive private brands and major wireless carriers, all within a comfortable and convenient shopping environment. RadioShack employs approximately 30,000 knowledgeable and helpful sales experts globally. RadioShack's retail network includes approximately 4,300 company-operated stores in the United States, over 270 company-operated stores in Mexico, and approximately 1,000 dealer and other outlets worldwide. For more information on RadioShack Corporation, please visit www.radioshackcorporation.com; to purchase items online, please visit www.radioshack.com. RadioShack® is a registered trademark licensed by RadioShack Corporation.

News Media Contact: Media Relations, +1-817-415-3300, [email protected]

Gold medal-winning gymnast Mary Lou Retton looks on as Twisted Sister front man Dee Snider wraps up a shot from RadioShack's surprise Super Bowl ad. Retton and Snider were just two of the many 80's pop culture icons that RadioShack tapped to appear in the ad which introduces a new era and positioning for the brand.

 

Twisted Sister front man Dee Snider uses a trademark move in this behind-the-scenes shot from RadioShack's Super Bowl ad. Snider helps tear apart an outdated store to usher in a new look and new positioning for the brand.

 

RadioShack's surprise Super Bowl ad featured many familiar and much-loved '80s pop culture icons, including John Ratzenberger, Dee Snider, Hulk Hogan and Erik Estrada, barging into an outdated RadioShack store to take back the technology of their decade. The ad helps turn the page on the RadioShack of the past and ushers in a new era for the brand.

 

In a scene from RadioShack's surprise Super Bowl ad, two store associates show their shock as popular '80s entertainment icons rush the throwback RadioShack store to reclaim the technology of yesteryear. The ad sets the stage for RadioShack's new brand positioning and helps the company shed outdated perceptions.

 

Video with caption: "RadioShack debuted a 30-second ad during the Super Bowl featuring '80s pop culture icons to introduce a new era at RadioShack and shed outdated perceptions of the brand." Video available at: http://origin-qps.onstreammedia.com/origin/multivu_archive/PRNA/ENR/FX-LA57157-02022014.mp4

Image with caption: "Gold medal-winning gymnast Mary Lou Retton looks on as Twisted Sister front man Dee Snider wraps up a shot from RadioShack's surprise Super Bowl ad. Retton and Snider were just two of the many 80's pop culture icons that RadioShack tapped to appear in the ad which introduces a new era and positioning for the brand." Image available at: http://photos.prnewswire.com/prnh/20140202/LA57157-b

Image with caption: "Twisted Sister front man Dee Snider uses a trademark move in this behind-the-scenes shot from RadioShack's Super Bowl ad. Snider helps tear apart an outdated store to usher in a new look and new positioning for the brand." Image available at: http://photos.prnewswire.com/prnh/20140202/LA57157-c

Image with caption: "RadioShack's surprise Super Bowl ad featured many familiar and much-loved '80s pop culture icons, including John Ratzenberger, Dee Snider, Hulk Hogan and Erik Estrada, barging into an outdated RadioShack store to take back the technology of their decade. The ad helps turn the page on the RadioShack of the past and ushers in a new era for the brand." Image available at: http://photos.prnewswire.com/prnh/20140202/LA57157-d

Image with caption: "In a scene from RadioShack's surprise Super Bowl ad, two store associates show their shock as popular '80s entertainment icons rush the throwback RadioShack store to reclaim the technology of yesteryear. The ad sets the stage for RadioShack's new brand positioning and helps the company shed outdated perceptions." Image available at: http://photos.prnewswire.com/prnh/20140202/LA57157-e

 

SOURCE RadioShack Corporation

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
As businesses adopt functionalities in cloud computing, it’s imperative that IT operations consistently ensure cloud systems work correctly – all of the time, and to their best capabilities. In his session at @BigDataExpo, Bernd Harzog, CEO and founder of OpsDataStore, presented an industry answer to the common question, “Are you running IT operations as efficiently and as cost effectively as you need to?” He then expounded on the industry issues he frequently came up against as an analyst, and ...
Cloud resources, although available in abundance, are inherently volatile. For transactional computing, like ERP and most enterprise software, this is a challenge as transactional integrity and data fidelity is paramount – making it a challenge to create cloud native applications while relying on RDBMS. In his session at 21st Cloud Expo, Claus Jepsen, Chief Architect and Head of Innovation Labs at Unit4, will explore that in order to create distributed and scalable solutions ensuring high availa...
SYS-CON Events announced today that App2Cloud will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct. 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. App2Cloud is an online Platform, specializing in migrating legacy applications to any Cloud Providers (AWS, Azure, Google Cloud).
Historically, some banking activities such as trading have been relying heavily on analytics and cutting edge algorithmic tools. The coming of age of powerful data analytics solutions combined with the development of intelligent algorithms have created new opportunities for financial institutions. In his session at 20th Cloud Expo, Sebastien Meunier, Head of Digital for North America at Chappuis Halder & Co., discussed how these tools can be leveraged to develop a lasting competitive advantage ...
In his session at @DevOpsSummit at 20th Cloud Expo, Kelly Looney, director of DevOps consulting for Skytap, showed how an incremental approach to introducing containers into complex, distributed applications results in modernization with less risk and more reward. He also shared the story of how Skytap used Docker to get out of the business of managing infrastructure, and into the business of delivering innovation and business value. Attendees learned how up-front planning allows for a clean sep...
IoT is at the core or many Digital Transformation initiatives with the goal of re-inventing a company's business model. We all agree that collecting relevant IoT data will result in massive amounts of data needing to be stored. However, with the rapid development of IoT devices and ongoing business model transformation, we are not able to predict the volume and growth of IoT data. And with the lack of IoT history, traditional methods of IT and infrastructure planning based on the past do not app...
Enterprise architects are increasingly adopting multi-cloud strategies as they seek to utilize existing data center assets, leverage the advantages of cloud computing and avoid cloud vendor lock-in. This requires a globally aware traffic management strategy that can monitor infrastructure health across data centers and end-user experience globally, while responding to control changes and system specification at the speed of today’s DevOps teams. In his session at 20th Cloud Expo, Josh Gray, Chie...
Internet-of-Things discussions can end up either going down the consumer gadget rabbit hole or focused on the sort of data logging that industrial manufacturers have been doing forever. However, in fact, companies today are already using IoT data both to optimize their operational technology and to improve the experience of customer interactions in novel ways. In his session at @ThingsExpo, Gordon Haff, Red Hat Technology Evangelist, shared examples from a wide range of industries – including en...
In IT, we sometimes coin terms for things before we know exactly what they are and how they’ll be used. The resulting terms may capture a common set of aspirations and goals – as “cloud” did broadly for on-demand, self-service, and flexible computing. But such a term can also lump together diverse and even competing practices, technologies, and priorities to the point where important distinctions are glossed over and lost.
To get the most out of their data, successful companies are not focusing on queries and data lakes, they are actively integrating analytics into their operations with a data-first application development approach. Real-time adjustments to improve revenues, reduce costs, or mitigate risk rely on applications that minimize latency on a variety of data sources. Jack Norris reviews best practices to show how companies develop, deploy, and dynamically update these applications and how this data-first...
Intelligent Automation is now one of the key business imperatives for CIOs and CISOs impacting all areas of business today. In his session at 21st Cloud Expo, Brian Boeggeman, VP Alliances & Partnerships at Ayehu, will talk about how business value is created and delivered through intelligent automation to today’s enterprises. The open ecosystem platform approach toward Intelligent Automation that Ayehu delivers to the market is core to enabling the creation of the self-driving enterprise.
"At the keynote this morning we spoke about the value proposition of Nutanix, of having a DevOps culture and a mindset, and the business outcomes of achieving agility and scale, which everybody here is trying to accomplish," noted Mark Lavi, DevOps Solution Architect at Nutanix, in this SYS-CON.tv interview at @DevOpsSummit at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"We're here to tell the world about our cloud-scale infrastructure that we have at Juniper combined with the world-class security that we put into the cloud," explained Lisa Guess, VP of Systems Engineering at Juniper Networks, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"We're a cybersecurity firm that specializes in engineering security solutions both at the software and hardware level. Security cannot be an after-the-fact afterthought, which is what it's become," stated Richard Blech, Chief Executive Officer at Secure Channels, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
In his session at 20th Cloud Expo, Mike Johnston, an infrastructure engineer at Supergiant.io, discussed how to use Kubernetes to set up a SaaS infrastructure for your business. Mike Johnston is an infrastructure engineer at Supergiant.io with over 12 years of experience designing, deploying, and maintaining server and workstation infrastructure at all scales. He has experience with brick and mortar data centers as well as cloud providers like Digital Ocean, Amazon Web Services, and Rackspace. H...