Best Buy Canada is out to lighten some of the chaos around holiday shopping with a multiplatform campaign that launches Friday.
Last year’s campaign was about unleashing people’s potential with technology gifts. This year’s “Merry Stressless” campaign focuses on how Best Buy can help people navigate the stressful ordeal of holiday shopping more than the gift itself, said Best Buy Canada director of marketing James Pelletier.
The campaign, created by Union, promotes its “guaranteed lowest price” offering and the different ways that consumers can purchase Best Buy’s products, from buying them online then picking them up in-store to the opposite (buying it online at an in-store kiosk and getting it shipped to their home, an option the retailer introduced earlier this year). Products purchased online can also be returned in store.
There are TV, radio, display, online and PR components to the campaign, which will also be incorporated into the first issue of Best Buy Life & Tech magazine, a new publication that will come out six times a year and be available free in Best Buy stores starting this holiday season. The magazine, which covers topics from gaming to wireless, is a partnership with Rogers Media (which owns Marketing).
Media Experts handled the media buy for the “Merry Stressless” campaign. Edelman is doing the PR. There will also be a dedicated social media campaign through a partnership with Buzzfeed, said Pelletier.
“Merry Stressless” is a separate campaign from Best Buy’s U.S. holiday campaign, said Pelletier, although some of the U.S. TV creative will be adapted in Canada.
The TV campaign will roll out on Dec. 5 and—in a first for Best Buy, said Pelletier—there will be a separate TV campaign in Quebec.
