Adam Panetta // Planner
Rob Sabalvaro // Copywriter
Paula Waltrick // Planner
Drew Shook // Art Director
WELCOME Business Challenge Research: Competition Brand Audience Real Problem Tension Idea Why Creative
The Business Challenge
Make Best Buy relevant to Millennials.
Competition + The Brand
The Audience
Competition
Perceptions Genius Bar: I feel like I’m being talked down to.
Intuition: I hope I know what I’m doing (fingers crossed).
Blue Shirts: I know as much as these people that are reading the back of the box with me.
Brand
Connections Brand: Best Buy is a leading multi-channel global retailer and developer of technology products and services. THE GOOD: The Best Buy family of brands and partnerships collectively generate more than $50 billion in annual revenue. Best Buy believes that technology is here to serve people, and not the other way around.
THE BAD: Best Buy is the Walmart of technology without the low prices.
THE ENEMY: Amazon
Audience
Millennials - Psychographics These shoppers are more educated than ever before.
Gen. Y know what is going on in the world around them, and have full access to it.
The global youth think in the same way that the Internet does: non-linearly (realtime results).
Millennials are know-it-alls/find-it-alls because of their full access to the world around them.
Audience
Millennials - Demographic
http://infographiclist.files.wordpress.com/2011/10/jiwire-infographic.jpg
Tension
Life Truths
1. Whether they know it or not, Millennials live by Solipsism. [The belief that the world revolves around you]
2. Best Buy looks like an old dinosaur. [It has never evolved]
Competition
Brand
Audience
The Real Problem:
Best Buy HAS BECOME the showroom for Amazon.
Idea
An energetic idea
EMBRACE BEING THE SHOWROOM Be the hands-on experience where Millennials can be the know-it-all.
Reasons to Believe
WHY
Geek Squad and “Blue Shirts” appeal to older generations Best Buy can be the test-drive and the dealership for our target “If you think you know enough, you’re officially dead” “Showrooming” = Never stop learning
CREATIVE
Welcome to your show
CREATIVE
IN-STORE EXPERIENCE + MOBILE APP
INTRODUCING THE “BEST BUY EXPERT” APP
It's the 21st century, and the showroom experience is due for a 21st century upgrade.
Via the Expert app, shoppers can use their smartphones to scan product info cards and interact with certain products.
They'll be able to control the media on demo models; preview media sold in the store, and deconstruct appliances with augmented reality from the palm of their hand.
CREATIVE
IN-STORE EXPERIENCE + MICROSITE
Welcome to your show
CREATIVE
EMPLOYEE MAKEOVER
THE BEST BUY EMPLOYEE SHIRT: OUTDATED BORING UNRELIABLE
Not dressed for the part.
UNIFORM REDESIGN
THANK YOU
Q+A