Experiential

PRESENTED BY

THE BRIEF

SUBMISSIONS DUE

April 02, 2018 (closed)

PRICING

First submission: $195

Additional submissions
in the same brief: $100

WHAT IS THE BUSINESS CHALLENGE OR OBJECTIVE?

Best Buy has been a top destination for electronics and all things "tech" for many years. People who shop there know they will get the products they seek along with trained advice on what to buy and how to use it. That said, many customers still require advice in setting up their electronic devices once they get home. To respond to this need, Best Buy is launching their new, Geek Squad Home Membership Program, which provides setup and support services for all the devices in a members home. Their objective is to increase awareness which will generate new subscribers.

WHO ARE WE TALKING TO? WHO IS THE TARGET AUDIENCE?

There are two target groups that live on opposite ends of the tech savvy spectrum:
PRIMARY
The Tech Enthusiast - Shiela is emotionally connected to her tech and seeks the latest and greatest gadgets. She is status-seeking, will pay for device connectivity, and she's boastful about why her gear is better than yours. Given her set up is extensive, she wants it to work optimally and leans on experts to make her look like the tech wizard she is. She wants inside knowledge about connecting all things tech without having to take time out of her schedule to learn the minutia.
SECONDARY
The Layperson - Phil loves technology but doesn't understand why his printer does not print from his new iPad or why he needs the new IOS...whatever that is?! He enjoys all the things that tech offers but doesn't want to read a manual or pester his techie brother-in-law to come over and gure it out for him. He just wants it to work.

ARE THERE ANY CATEGORY, PRODUCT OR CONSUMER INSIGHTS?

Currently, no other tech destination offers this kind of comprehensive service. Consumers are left to seek out friends or relatives for support, or third-party tech support services. For our primary target group, they find that tech can be complicated, frustrating and intimidating. They hate the roadblocks in making their tech eco-systems work together seamlessly (Android to Apple, PC to Mac, and all the smart home apps in between). For the more tech savvy, they want their vision of what tech can do to match the realities, but don't have the expertise or the time to learn how to make all of it happen. They have a relative understanding of tech but sometimes need an expert for advice.

WHAT IS THE ONE MAIN MESSAGE FOR THIS COMMUNICATION?

Geek Squad Home Membership Program is essential to get the most out of all the tech in my home.

WHAT ARE THE REASONS TO BELIEVE?

Geek Squad Home Membership provides setup and support services for all the devices in a members home; whether they are brand new or previously purchased. Service includes all devices whether they were purchased from Best Buy or not. Membership is priced at $19.99 a month. Member can access advice in-store, over the phone, in-home and 24/7 online. Includes premium internet security and antivirus, data backup and cloud storage, setup and installation and product discounts.

WHAT ARE THE MANDATORIES (OR MEDIA CONSIDERATIONS)?

Create a fun and captivating activation campaign to dramatize the benefit of GSHM. Consider social media amplication. Must use Geek Squad Home Membership and Best Buy lock up. Best Buy is trying to position this program as a premium level service therefore the tone and tactics need to reflect this. Ideally the solution would work in both English and French markets.

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