Jan. 27--FORT WORTH -- RadioShack is launching a new advertising and marketing campaign centered around the notion that consumers can get help for all of their technology needs and goals at its thousands of consumer electronics stores.
"It Can Be Done, When We Do It Together," draws on RadioShack's history as the go-to store for knowledge and expertise in bringing an idea to reality, the company said.
The "Do It Together" brand campaign will stress a collaboration between the consumer and its associates, the Fort Worth-based company said today.
"RadioShack is realigning our brand around our core purpose, which goes beyond our great product assortment and price match guarantee," said Joe Magnacca, RadioShack's chief executive officer, in a statement. "RadioShack helps consumers find the products they need to connect and power their lives. More importantly, RadioShack can help create technology-based solutions that make anything possible."
The campaign was designed by advertising giant GSD&M in Austin, which was hired by RadioShack last fall. It will be rolled out in February and includes television, print, radio, digital, social media and in-store ads.
Jennifer Warren, RadioShack's senior vice president and chief marketing officer, said a ton of research was done with customers to create the campaign. She said it reflects the role RadioShack feels it can play in filling the gap of a customer's needs and getting it done. They want consumers to know that they can get the help they need when they walk into any RadioShack store, she said.
"This campaign is about our people," Warren said.
RadioShack's most recent brand campaign, "RadioShack: Let's Play," was launched last year to establish its stores as a "neighborhood technology playground" and was done as the retailer began opening new concept stores that makes it easier for consumers to shop.
"Our store associates are talented and passionate about helping customers," Magnacca said. "They provide a true differentiation point and advantage for RadioShack. We want to make sure our consumers recognize that RadioShack is their close-to-home tech resource."
Sandra Baker, 817-390-7727 Twitter: @SandraBakerFWST
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