Future Shop gets excited

A back-to-school campaign explores the power of imagination, using animated TV spots and an interactive microsite.

In the wake of last year’s tough economic climate, Future Shop set out to not only examine what brings people into its stores, but also what makes them keen to do so when so many other things are competing for their disposable income.
What they discovered – through quantitative and qualitative research – is that people like being in the store itself, taking advantage of its hands-on product retailing strategy and daydreaming about owning the latest and greatest gadgets. Out of that research, a new brand strategy was born.
“Exciting Stuff” launched in mid-August, with TV spots that blend live action and animation, as well as radio, print, cinema, online and social media in both English and French. On a back-to-school specific microsite called Project.img.nation, visitors are urged (by way of a contest incentive with weekly prizes) to contribute to a “community art project” by digitally copying an image “tile” from the site, with their work adding to a mystery digital mural. The entire mural image will not be revealed until the contest closes Sept. 9.
“The brand positioning is all about imagination and possibilities,” says Nikki Hellyer, director of marketing, Future Shop. “So we brought that to life through illustrations [via the social media contest] and then on TV through the animated world.”
Creative was handled by Cossette, social media by Rocket XL and media by Media Experts, all in Toronto. The campaign was launched to coincide with the back-to-school season, but the “Exciting Stuff” theme will continue on indefinitely.