RadioShack Super Bowl Commercial Sheds Outdated Image to Make Way for "Do It Together" Brand Positioning

 RadioShack Super Bowl Commercial Sheds Outdated Image to Make Way for "Do It
                         Together" Brand Positioning

Icons of the '80s Help Turn the Store of Your Past into the Store of Your
Future

PR Newswire

FORT WORTH, Texas, Feb. 2, 2014

FORT WORTH, Texas, Feb. 2, 2014 /PRNewswire/ -- RadioShack ushered in the
company's new brand positioning with a 30-second ad featuring '80s icons
during tonight's Super Bowl. The ad is meant to shed outdated perceptions of
the brand for consumers in need of a reintroduction to RadioShack.

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(Logo: http://photos.prnewswire.com/prnh/20130716/LA47690LOGO)

"This is a bold, strategic move for RadioShack, and we're using the Super Bowl
as the platform to get people to rethink RadioShack," said Jennifer Warren,
senior vice president and chief marketing officer at RadioShack. "This ad is
meant to grab attention, make viewers laugh, and let people know, it's out
with the old and in with the new RadioShack."

The ad, titled "The Phone Call," features icons from '80s pop culture who show
up to reclaim the technology of their decade, helping the brand turn the page
on the RadioShack of the past. The spot opens in a throwback RadioShack store;
an associate receives a warning phone call before familiar '80s personalities
including Hulk Hogan, Mary Lou Retton, Kid 'n' Play, and Alf, among others,
barge in to "take back" their technology. What's left is a sleek, modern store
that serves as an introduction and invitation for consumers to shop the new
RadioShack.

"We have spent months talking to consumers about their perceptions of
RadioShack and what they want in a shopping experience," Warren said. "Our
Super Bowl commercial allows us to show customers that we are listening to
them as we reposition the brand."

In an effort to continue "clearing out the '80s" and celebrate #InWithTheNew,
RadioShack is hosting a 24-hour sweepstakes via Twitter, which launched in
line with our Super Bowl ad. The brand will unveil unique '80s-themed prizes
via the @RadioShack Twitter account throughout Sunday and Monday (2/3), and
consumers who follow @RadioShack and tweet a fun comment with the prize
hashtag are entered to win one of the retro relics, along with a $100 gift
card to experience the new RadioShack. The prize pool includes a pair of
original Air Jordan 1 sneakers, a replica "Beat It" jacket, a 1986 Vision
Psycho Stick skateboard, a Cabbage Patch + Rainbow Bright doll set, and a 1987
Porsche 924S. Full details can be found at RadioShack.com/DIT.

Consumers also can view a special 60-second extended version of the ad,
digital shorts in which RadioShack associates teach '80s icons how to use
today's technology, as well as behind-the-scenes footage of RadioShack's Super
Bowl fun, at YouTube.com/RadioShack.

The Super Bowl ad, extended online footage and Twitter giveaway are the first
works to debut from RadioShack's new advertising and media partner,
Austin-based GSD&M. The agency selected veteran Super Bowl ad man Frank Todaro
from Moxie Pictures to direct the "Phone Call" spot.

"We wanted to directly address outdated perceptions of RadioShack, using both
humor and nostalgia," said Joe Magnacca, chief executive officer of
RadioShack. "We have committed significant work in stores across the country,
with design and product assortment, as part of our turnaround effort.And we
want to invite consumers back in to experience RadioShack. We love the '80s
like everyone else, butit was time to show how we've evolved."

#InWithTheNew

The Super Bowl ad lays the foundation for RadioShack's new integrated
marketing campaign, which debuts Monday, Feb. 3, and brings to life
RadioShack's recently announced brand positioning, "It Can Be Done, When We Do
It Together." The new positioning speaks to the brand's ability to collaborate
with consumers to help them discover what is possible through technology.

The new Do It Together-themed creative will be centered around RadioShack's
associates, who have the know-how to bring consumers' ideas to life. The
multifaceted marketing plan includes TV, print, digital, social and in-store
executions, all created with a how-to perspective in mind and placed to reach
and engage a very tech-forward audience.

"We're thrilled to be launching our newest work with our agency of record,
GSD&M. We collaborated with them from research to concept to creative, which
vividly illustrates DIT.It's an exciting time for our brand, and having one
of the top creative agencies in the country as our partner through this
turnaround time is proving invaluable," said Ms. Warren.

About RadioShack Corporation
RadioShack (NYSE: RSH) is a leading national retailer of innovative mobile
technology products and services, as well as products related to personal and
home technology and power supply needs.RadioShack^® offers consumers a
targeted assortment of wireless phones and other electronic products and
services from leading national brands, exclusive private brands and major
wireless carriers, all within a comfortable and convenient shopping
environment.RadioShack employs approximately 30,000 knowledgeable and helpful
sales experts globally.RadioShack's retail network includes approximately
4,300 company-operated stores in the United States, over 270 company-operated
stores in Mexico, and approximately 1,000 dealer and other outlets
worldwide.For more information on RadioShack Corporation, please visit
www.radioshackcorporation.com; to purchase items online, please
visitwww.radioshack.com. RadioShack^® is a registered trademark licensed by
RadioShack Corporation.

News Media Contact: Media Relations, +1-817-415-3300,
Media.Relations@RadioShack.com

Gold medal-winning gymnast Mary Lou Retton looks on as Twisted Sister front
man Dee Snider wraps up a shot from RadioShack's surprise Super Bowl ad.
Retton and Snider were just two of the many 80's pop culture icons that
RadioShack tapped to appear in the ad which introduces a new era and
positioning for the brand.



Twisted Sister front man Dee Snider uses a trademark move in this
behind-the-scenes shot from RadioShack's Super Bowl ad. Snider helps tear
apart an outdated store to usher in a new look and new positioning for the
brand.



RadioShack's surprise Super Bowl ad featured many familiar and much-loved '80s
pop culture icons, including John Ratzenberger, Dee Snider, Hulk Hogan and
Erik Estrada, barging into an outdated RadioShack store to take back the
technology of their decade. The ad helps turn the page on the RadioShack of
the past and ushers in a new era for the brand.



In a scene from RadioShack's surprise Super Bowl ad, two store associates show
their shock as popular '80s entertainment icons rush the throwback RadioShack
store to reclaim the technology of yesteryear. The ad sets the stage for
RadioShack's new brand positioning and helps the company shed outdated
perceptions.



Video with caption: "RadioShack debuted a 30-second ad during the Super Bowl
featuring '80s pop culture icons to introduce a new era at RadioShack and shed
outdated perceptions of the brand." Video available at:
http://origin-qps.onstreammedia.com/origin/multivu_archive/PRNA/ENR/FX-LA57157-02022014.mp4

Image with caption: "Gold medal-winning gymnast Mary Lou Retton looks on as
Twisted Sister front man Dee Snider wraps up a shot from RadioShack's surprise
Super Bowl ad. Retton and Snider were just two of the many 80's pop culture
icons that RadioShack tapped to appear in the ad which introduces a new era
and positioning for the brand." Image available at:
http://photos.prnewswire.com/prnh/20140202/LA57157-b

Image with caption: "Twisted Sister front man Dee Snider uses a trademark move
in this behind-the-scenes shot from RadioShack's Super Bowl ad. Snider helps
tear apart an outdated store to usher in a new look and new positioning for
the brand." Image available at:
http://photos.prnewswire.com/prnh/20140202/LA57157-c

Image with caption: "RadioShack's surprise Super Bowl ad featured many
familiar and much-loved '80s pop culture icons, including John Ratzenberger,
Dee Snider, Hulk Hogan and Erik Estrada, barging into an outdated RadioShack
store to take back the technology of their decade. The ad helps turn the page
on the RadioShack of the past and ushers in a new era for the brand." Image
available at: http://photos.prnewswire.com/prnh/20140202/LA57157-d

Image with caption: "In a scene from RadioShack's surprise Super Bowl ad, two
store associates show their shock as popular '80s entertainment icons rush the
throwback RadioShack store to reclaim the technology of yesteryear. The ad
sets the stage for RadioShack's new brand positioning and helps the company
shed outdated perceptions." Image available at:
http://photos.prnewswire.com/prnh/20140202/LA57157-e



SOURCE RadioShack Corporation

Website: http://www.radioshack.com
 
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