Best Buy Canada unwraps the power of tech gifts

The electronics retailer has launched its holiday campaign with the message that the right technology can make anything happen.

Best Buy Canada has launched its 2012 holiday campaign, which aims to reconnect consumers with the value of technology as a gift.

Targeting women aged 25 to 54, who tend to be primary gift buyers, the campaign follows up on the brand’s back to school message that, “When the technology’s right, anything can happen,” by profiling entrepreneurs whose lives have been transformed by their tech presents.

With creative from CP+B in the US, in collaboration with its Canadian arm, and media by Media Experts, the North American-wide initiative looks at people like Ike Ngwaba, whose gift of a tablet helped him start a music career in Hollywood.

The campaign features executions designed specifically for Canada, as well as French creative for Quebec. It relies on TV spots, which will air on conventional and specialty channels, as well as national radio ads and digital spots.

It will also make use of the Best Buy’s flyer, e-newsletter and loyalty program to spread the word, while the brand’s Facebook page will host a “gift thread” contest.

The contest allows users to select one of seven gifts, including a Kobo e-Reader or an Ultrabook, and create a gift thread by selecting a friend who should receive it. The user’s friend will then have a chance to win the gift.

“Our strategy [with the campaign] is to be intercepting customers through multiple mediums throughout the day,” says Aliya Kara, director of marketing, Best Buy Canada.

She notes that this campaign differs from the brand’s previous efforts because it features real people and focuses on what the right technology can do in the right hands, while driving home the message that Best Buy offers the lowest prices.

“We wanted to have something more emotional that would resonate with people,” she says.

The campaign ends in the last week of December.

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