Submit concepts for a :30 customer-facing commercial (digital video) that highlights Burlington's enhanced store experience to encourage shoppers to check out their local Burlington for great brands and WOW prices on everything their family needs.

Burlington has something new in store - quite literally! Next time you step into your local Burlington, you may notice some changes. They're talking snazzy new signage and fixtures, a refreshed storefront, an improved layout, and easier store navigation. All of these changes will make it easier for you to find your next WOW discovery at Burlington, with a shopping experience that's better than ever. 

By this May, 75% of all Burlington locations will be updated with the new store features, and to make customers aware of the new shopping experience, Burlington wants concepts for a :30 commercial that use compelling visuals, including live-action and/or voiceover, to encourage shoppers to check out their local Burlington to see the changes firsthand. 

But here's the challenge: how do we get customers excited enough about the in-store changes to actually visit their local Burlington? Beyond that, how do we get them to change their perception (Burlington is MORE THAN coats) so they think of Burlington as their go-to destination for value, brands, fashion, and quality?

Part of the joy of shopping at Burlington is the thrill of discovery, aka their "treasure hunt" experience. You might walk into the store looking for one thing, and then leave with five other things you didn't realize you needed but now can't live without - all at unbeatable prices. Burlington's improved in-store shopping experience enhances that treasure hunt experience. Over the past 50 years, Burlington has consistently WOWED their customers with the quality and breadth of their inventory. But their new open layout, improved navigation, and more organized assortment really bring WOW moments to their customers now (see more about the changes in the Background). From home decor to brand-name clothing for the whole family, and items for babies and pets, Burlington is a must-visit destination for price-savvy customers who refuse to budge on quality. 

While a treasure hunt is one potential creative jumping-off point, don't let that limit you. Burlington is mainly looking for concepts that capitalize on why their customers already go to Burlington (i.e. to find great brands at great prices) and show them AND new customers why the refreshed look and feel of their stores will make their shopping experience even BETTER. Burlington wants this to be less of a walk-through of the store, and more of a commercial that connects to real human truths, as it relates to the improved shopping experience. Burlington will be creating this commercial in English and Spanish; they're open to live-action ideas and voiceover-only ideas. 

Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.

EXPOSURE: Digital programmatic and over-the-top TV (example: Hulu, YouTube TV, etc.)

TARGET AUDIENCE: Adults 18+, English and Spanish-speaking

TONE/FEEL: Exciting, optimistic, anticipatory, surprising... ultimately, we want to make viewers go WOW!

HELPFUL REFERENCE VIDEOS FOR INSPIRATION/TONE:

• Dick's Sporting Goods Example
  • Burlington likes how this highlights the new-store features, but feels that it lacks an overall concept.
• Burlington Store Experience 2.0 Teaser Video
  • This is a good visual example of the in-store updates that Burlington has made, but they want more of a “commercial” (understanding their upgrades are not as exciting as Dick’s updates).

BURLINGTON STORE EXPERIENCE UPDATES: 

• Navigation & Graphics - A new fixture-based signage system that is easily seen, read, and understood from across the store. The new graphics package will speak to Burlington's customer about price-values and brand names starting in the parking lot and throughout the shopping experience.
• Merchandise Runs & Flow - A new fixture/merchandise plan that will create customer interest, encourage exploration, and highlight great values.
• Store Experiential Environment - Touchpoints and emotional interactions that reinforce the Burlington brand.
• Exterior Store Logo - Updated exterior store signage to shift consumer perception from department to discount bargain store by emphasizing new “Deals. Brands. Wow.” tagline. 

BURLINGTON SOCIAL MEDIA CHANNELS:

• Facebook 
• X 
• Instagram 
• TikTok 
• YouTube

In order to be considered, include the below materials in your submission.

• CONCEPT (REQUIRED): Tell us your Concept using up to 250 characters. Remember, a concept is not a detailed script - it is a spark of inspiration or distillation of what will happen when your concept is brought to life. As always, concepts should be clever and engaging.

• HELPFUL REFERENCE LINKS (Optional): Have you seen another idea, video or marketing activation that you think makes for a helpful reference? Feel free to include a link to any existing content that'll be useful when trying to understand your Concept.

Five concept submissions will be selected and receive $300 each. Five additional concept submissions will be selected for Honorable Mentions and will receive $50 each. Submissions selected for Honorable Mention will not be used by the client, and not all submissions identified as Finalists will receive an Honorable Mention.

Should your submission be selected, you must complete the Winner Affidavit and IP Assignment forms in order to receive payment. All submitters will also receive an automated email notification when a selection has been announced. To ensure that you’re receiving project updates, review your email settings to check that you haven't unsubscribed.

1. Creators of selected submissions must provide the standard Tongal W-9, Winner Affidavit, and IP Assignment.
   
   
2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
   
   
3. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES - SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.
   
   
4. You may not contact any employees or members of the Sponsor’s organization, their affiliates, or any of their partners. Failure to comply with this requirement may result in disqualification of your entry in the project.
   
   
5. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor, nor can Submissions contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
   
   
6. Limit 5 submissions per member.
   
   
7. You must be at least thirteen (13) years or old to enter.
   
   
8. The Sponsor reserves the right to repost the contest at their discretion.
   
   
9. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.