|
Future Shop has decorated the tree, lit the candles and is now waiting for 25 million customers to come celebrate the holiday season from now until Boxing Week.
The multi-channel “Give the Best Gifts” campaign was launched on Oct. 31, a week earlier than last year, and includes flyers, two new TV spots, radio and online advertising, as well as in-store signage and contests. Future Shop’s agency of record, Cossette Communication Group, handled the creative, and Optimum Public Relations is doing the PR.
“You are starting to see holiday decorations, sales and gift ideas put out early,” said Anita Sehgal, director of customer experience at Future Shop.
This year’s campaign continues the use of the “Tech Club”—a group of tech-obsessed guys who have built the ultimate home-entertainment centre in one of their basements. In one spot, a man goes shopping for the right gift for his girlfriend and returns to show it off to his friends. Pulling off the lid of a red box, he reveals a black 16-gigabyte iPhone nestled in the bottom (though they never mention the brand name).
“I found the gift to seal the deal,” he announces. One of his friends suggests the 16-gig iPod means their relationship is getting serious. “Alright, 32 is serious, 16—you know—we’re still just courting,” the shopper replies. “What are you, from the 1920s?” another friend asks in disbelief.
The Tech Club ads are about the guys finding the perfect gift, said Sehgal. “It’s reflective of consumers who love technology and giving during holidays. The customer is the hero.”
The campaign focuses on branding Future Shop as a destination for getting the best gifts and as a store with the latest technology, knowledgeable product experts and a large selection of gifts at competitive prices. “We leveraged every channel we had this holiday season,” Sehgal added.
Though Future Shop will not be lowering prices, cost is still a major focus of the advertising. “With our low price guarantee, we have always been aggressive around excellent sale and promotional prices. We will continue to drive price impression,” she said.
And while the weekly flyers still anchor the campaign, Future Shop is expanding the online component with a new Facebook fan page and an improved “Gift-o-meter,” available at FutureShop.ca.
By dragging a present-shaped icon over a scrollbar, shoppers can indicate how tech-savvy the receivers of the gifts are, and with this information the program makes present recommendations.
