Best Buy goes after ‘novice’ tech consumers for back-to-school
August 12, 2013 | Rebecca Harris | Comments
This story was updated @ 13:21 on Aug. 13, 2013
Best Buy Canada is targeting not-so-tech-savvy college students with its back-to-school campaign.
The integrated effort, created by Toronto agency Union, positions Best Buy as “Canada’s Back-to-School techfitter,” helping students decide what laptop or smartphone to buy.
“[The target] is what we call the ‘novice tech buff,’ so it’s the student who is not totally tech savvy, nor is their parents. They’re looking for guidance and support from a trusted ally,” said Aliya Reynolds, director of marketing at Best Buy Canada. “[Best Buy] is uniquely qualified to help this type of customer, as we’ve got a lot of insights and advice, but it’s all impartial because we’re no-commission.”
A 30-second TV spot shows a student inquiring about a laptop with crib notes written on his arm. The campaign also includes online ads running on tech, gaming and entertainment sites within MSN, AOL, Yahoo and LaPresse networks.
There’s also an extensive social media component that leverages Pinterest, Instagram, Facebook and Twitter. Every week, students are asked to do something to showcase how they need to be tech-fitted for back-to-school. For example, students are asked to Instagram a photo of an item that they need for school for a chance to win it.
To further its position as a trusted guide, Best Buy is scheduling “Techfitter 101” sessions on Twitter. During a certain period of time, students can communicate live with the company’s Geek Squad agents about any question they have. To reward their participation, students will have the chance to win gift cards right on the spot.
Best Buy will target parents through separate, owned channels such as including e-newsletters, flyers, website and in-store signage.
Media planning and buying was handled by Media Experts, while Edelman is handling PR duties.
This story was updated @ 13:21 on Aug. 13, 2013 to reflect last-minute changes to Best Buy’s campaign