Future Shop goes big for the holidays

Why the retailer is returning to TV after going digital-only last year.

Ever buy a present for someone you know you’ll also get some enjoyment out of? (Be honest, that big screen TV for your wife/husband/two-year-old was probably a bit for you too.) That’s the insight behind Future Shop’s massive holiday campaign.

Ahead of one of the biggest retail days of the year, the brand is rolling out its Christmas push, focusing on the insight that its core target demo (consumer electronic lovers), probably didn’t do all his or her shopping for purely altruistic reasons.

The new TV campaign, developed by John St., is a return to the medium after the brand saw a dip in brand awareness and recall after abstaining from television in 2013, says James Pelletier, director of marketing for Future Shop.

Last year, the brand eschewed TV in favour of channeling funds to digital and social, he says. For the holiday season it launched the Nicer List, a Facebook app that “calculated” how nice a person was based on their posts. Despite having a number of shares, visits and impressions, it didn’t stack up on brand recall and awareness in comparison to previous years.

The brand first ventured back to TV for the back-to-school season this past fall, he says, and saw an uptick in those two metrics. As a result, it anchored its holiday push in TV ahead of its most important sales season.

This year’s campaign will be supported by in-store, digital, social, PR and radio, Pelletier says, with Media Experts on the media buy and Citizen Relations handling PR. The campaign had a soft launch earlier this month, with media weight bumped up after Nov. 14 ahead of Black Friday (which Pelletier says he expects to be much bigger this year after hitting the “tipping point” in 2013). The campaign will run through to the end of the holiday season.