Penneys ads focus on emotional connections

PLANO, Texas JCPenney introduced a new integrating marketing campaign today, which the company said is aimed at encouraging youth to "mix it up" and create their own style for the back-to-school season. According to the company, the campaign, created with Saatchi & Saatchi, will utilize movie trailers, online webisodes and mobile phone marketing, as well as more traditional advertising to form a deeper connection with the company's targeted market.

"As the number one department store destination for teens and number one children's apparel retailer in the mall, we have devoted enormous attention to building on our leadership position in the back-to-school season," said Ken Hicks, president and chief merchandising officer for JCPenney. "We know kids and teens love mixing things up, experimenting, and being the first to try new things. Through unique and engaging marketing environments, we'll show our younger customers that JCPenney can provide the encouragement and inspiration they seek, while reinforcing that we have the style and quality they want - all at a smart price."