Best Buy is shifting the focus back onto the expertise of its staff in a new marketing campaign intended to showcase the value in shopping at the retailer amid rising inflation and a potential recession.
The campaign, called “A Day in the Life” is a return to its messaging focusing on the tech savvy of its “Blue Shirt” employees. Though this isn’t the first time the brand has looked to showcase their expertise, in its most recent marketing efforts, Best Buy has instead focused on the array of tech that it has on offer for its customers.
But now, as consumers’ anxieties are turning toward their finances, Best Buy is looking to demonstrate how that knowledge can help assure them that they’re getting the best bang for their buck, something that becomes much more important when you are retailer selling big ticket electronics.
“Getting the right advice is essential to getting the best tech for you at the best value,” explains James Pelletier, director of marketing for Best Buy Canada. “That’s where the Best Buy Blue Shirts come in. They not only love tech; they live it. They are your reliable experts ready to match you with the perfect tech to make your life better.”
The campaign is anchored by a 30-second spot (with 15- and 6-second cutdowns) created by DonerNorth that demonstrates not only how the right tech can improve their day-to-day lives, but also how its employees are using that tech in their own – and becoming experts with it in the process. In it, a young man wakes and goes through his morning routine aided by a litany of devices before he is shown stepping into a Best Buy and changing into the brand’s recognizable “Blue Shirt” before hitting the sales floor to advise a customer.
“The feel-good energy of this spot helps bring to life the ease that tech adds to our daily life,” says Jill Mack, creative director at DonerNorth. “It helps to demonstrate the expertise of the Best Buy Blue Shirts in a way that feels fresh and unexpected. They’re the best source of tech advice because they live and breathe tech from the moment they wake up.”
The campaign launches today and will run across TV – a platform the brand has done well on in the past – as well as OLV and social.
