best buy mas presentation
DESCRIPTION
A presentation I did for Best Buy at the Miami Ad School Account PLanning BootcampTRANSCRIPT
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Adam Panetta // Planner
Paula Waltrick // Planner
Rob Sabalvaro // Copywriter
Drew Shook // Art Director
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WELCOME
Business Challenge
Research:
Competition
Brand
Audience
Real Problem
Tension
Idea
Why
Creative
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Make Best Buy relevant to Millennials.
The Business Challenge
Competition +The Brand
The Audience
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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.
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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
Brand: Best Buy is a leading multi-channel global retailer and developer of
technology products and services.
Brand
Connections
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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 (real-
time results).
Millennials are know-it-alls/find-it-alls because of their full access to the world
around them.
Millennials - PsychographicsAudience
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http://infographiclist.files.wordpress.com/2011/10/jiwire-infographic.jpg
Millennials - DemographicAudience
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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]
Tension
Life Truths
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The Real Problem: Best Buy HAS BECOME the showroom for Amazon.
Competition Brand
Audience
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EMBRACE BEING THE SHOWROOMBe the hands-on experience where Millennials can be the know-it-all.
Idea
An energetic idea
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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
Reasons to Believe
WHY
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CREATIVE
Welcome to your show
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IN-STORE EXPERIENCE + MOBILE APP
CREATIVE
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INTRODUCING THE “BEST BUY EXPERT” APP
It's the 21st century, and the showroom experience is due for a 21st century upgrade.
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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.
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IN-STORE EXPERIENCE + MICROSITE
CREATIVE
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Welcome to your show
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EMPLOYEE MAKEOVER
CREATIVE
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THE BEST BUY EMPLOYEE SHIRT:
OUTDATED
BORING
UNRELIABLE
Not dressed for the part.
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UNIFORM REDESIGN
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THANK YOU
Q+A