Why should you shop at Burlington?
Because “ I told you so that’s why!” If reaching consumers was that simple, but can’t it be? Can’t it be funny, direct, emotional, entertaining and educational at the same time? We think so. When customers may not know us for our value, we need a “spokesperson” who acts as the voice of Burlington. She loves the deals; she loves the brands; she loves having a store to go to for everything she wants and needs. She is not always telling you to shop at Burlington, but she is always there, just like Burlington is for consumers. We’re reliable.
Having personality is crucial to differentiate us from our competitors. With these commercials we have a confession where this character (the “I told you so!” lady) explains exactly what Burlington is and why you should shop here in a way that resonates with those who may not know who we even are. This confession then becomes a happy interruption. Not one that is jarring or scarring, but one that is memorable. This lady is our payoff of what makes us the spot to shop for low prices and great brands over other off-price retailers that cannot stack up to us. And when she isn’t there to sell us, she is there to confirm that Burlington is always a place with deals.
Once she has created momentum for Burlington, our last commercial is where we finally see other customers following suit by finding deals, amazing brands, and all the items they cannot believe we have in-store. However, our lady is still around telling everyone she told them so. She takes the credit because she is an extension of Burlington. She goes from the voice of the brand to the voice inside your head. These commercials will get the word out and cement the fact that Burlington has low prices on great brands and an amazing selection of items to boot. Why? Because I told you so!
Meet Antoinette...
She is obtrusive, but not offensive. She borders the line between obnoxious and helpful, in that she knows a lot about the brand of Burlington and wants everyone else to know too. Her desire for great deals comes through when she confesses her love for Burlington, and when she is interrupting other shoppers. But her goal is to make everyone aware of all the savings they can be getting. She is not mean, but rather well meaning. In return, she is comical, funny, and yet relatable. She can be a little loud, but that doesn’t mean she wants to steal the shine. Her spotlight, although bright, is always directed toward Burlington.
This spot opens with our spokesperson giving a “confession” – but what is she confessing? We wanted to grab the viewer’s attention with some dialogue that could sound a little promiscuous. They’ll quickly realize though that she is talking about all of the stores that have failed her in the past and why Burlington is everything that she’s always desired. The intro is followed by a few customer vignettes to emphasize the low prices and great brands at Burlington...which of course, receive a snappy “I told you so.”
Spot #1: The Confession
The second spot of this campaign is similar to the first, although this time, we see her interrupting the customer’s shopping trips. She is out to share her “best kept secret” (Burlington) and convince our customers that her love affair with Burlington is legit.
Her sudden remarks catch them off-guard which adds some humor to the commercial. Whether they are there with their significant other, friend or a parent, Antoinette comes sliding into the frame to remind them why they came to the right place to shop.
Spot #2: The Interruption
Spot #3: The Big Loud Surprise
Our third and final spot, gets loud – so loud you may need to cover your ears! Customers have now realized that what Antoinette has been preaching about Burlington, is absolutely true...and they are letting the world know in a big way by screaming, shouting and in some cases, even getting a little kooky. This is definitely our funniest spot in the campaign, and if you take a gander, you will see why.
