Download - Best Buy MAS Presentation
Adam Panetta // Planner
Paula Waltrick // Planner
Rob Sabalvaro // Copywriter
Drew Shook // Art Director
WELCOME
Business Challenge
Research:
Competition
Brand
Audience
Real Problem
Tension
Idea
Why
Creative
Make Best Buy relevant to Millennials.
The Business Challenge
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.
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
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
http://infographiclist.files.wordpress.com/2011/10/jiwire-infographic.jpg
Millennials - DemographicAudience
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
The Real Problem: Best Buy HAS BECOME the showroom for Amazon.
Competition Brand
Audience
EMBRACE BEING THE SHOWROOMBe the hands-on experience where Millennials can be the know-it-all.
Idea
An energetic idea
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
CREATIVE
Welcome to your show
IN-STORE EXPERIENCE + MOBILE APP
CREATIVE
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.
IN-STORE EXPERIENCE + MICROSITE
CREATIVE
Welcome to your show
EMPLOYEE MAKEOVER
CREATIVE
THE BEST BUY EMPLOYEE SHIRT:
OUTDATED
BORING
UNRELIABLE
Not dressed for the part.
UNIFORM REDESIGN
THANK YOU
Q+A