Kmart’s low-priced gas offer had potential to drive traffic to the store; but it needed to stand out among similar programs being offered. Our solution: “Big Gas Savings.” That clever wordplay got the message across in a big ass way.

Rising gas prices impact cash-strapped shoppers every day, but saving only a penny or two isn’t going to attract them to Kmart. We had to grab their attention and get across the “bigness” of our offer in a way they wouldn’t forget. “Big Gas Savings” was brought to life with an exceptional eye for casting and an approach that played the joke as straight as possible. This allowed us to deliver a bit of sophomoric humor with a certain level of sophistication. It was also one of those rare occurrences where the joke and offer were one and the same.

'Big Gas Savings' achieved over 7.7 million online views and 69 million total digital impressions over the Memorial Day weekend alone, one of the busiest travel weekends of the year. Positive sentiment was unprecedented for the brand with a 25 to 1 favorability rating on YouTube. More importantly, the promotion paid for itself several times over. Participating Kmart stores achieved a 6% increase in average weekly incremental sales, and an unprecedented 2% lift in weekly $50+ basket sizes. 'Big Gas Savings' helped Kmart’s digital effort surpass 70 million views making Kmart the most viral retail brand of the year.