Shopper Innovation Awards: Walmart’s flyer becomes wearable

The retailer created pajama flyers to make shopping even more convenient.

This story appears in the May 2015 issue of strategy.

Bronze: Brand New!

For the first time, Walmart Canada was offering online shopping on its site, This meant Canadians could finally shop Walmart’s products from the comfort of their home.

When it comes to online shopping, the retailer hasn’t been on the radar for Canadians, so increasing site traffic was its main priority. Walmart needed to relaunch its website in a way that was engaging, and most importantly, share-worthy.

To do that, JWT created a program that targeted consumers where they do their online shopping: at home in their pyjamas. The agency sent them a flyer in the form of a pair of PJs so they could shop Walmart in complete comfort. If they liked a blender on their sleeve, or a toaster on their leg, they could simply log onto and order it. It took online shopping to a whole new level of comfort.


Advertiser: Walmart
Agency: JWT