A new adapted holiday campaign for Best Buy Canada focuses on how a gift of technology can unlock someone’s full potential.
With the tagline “What will your gift do?”, two ads show real people (not actors) whose use of a technological device has helped them achieve meaningful things.
A mother’s gift of a camera to her son, for example, is helping him preserve the forest in Patagonia. A mom and dad’s gift of a laptop to their son inspired him to start his own gaming company.
The campaign, created by U.S.-based Crispin Porter + Bogusky and adapted for the Canadian market, also includes radio ads, online ads and a Facebook campaign. The Facebook component, created by CP+B’s now-defunct Canadian office features “gift threads” that allow fans to nominate a friend or family member to receive one of seven select gifts.
“We want to remind people that technology is not just about the device, it’s about what technology can deliver, which is rich experiences and meaningful moments,” said Aliya Kara, director of marketing at Best Buy Canada.
She added that, during the chaotic holiday shopping season, “the whole concept of joy and excitement goes out the window. Because of that, people have become indifferent to buying technology and the process of purchasing [it] has become really mundane, like buying groceries.” The campaign reminds people the holiday season “isn’t just about the transaction, it’s about a time of surprise and joy,” she said.
The last 10 seconds of both ads promote the benefits of shopping at Best Buy. One ad promotes the company’s lowest price guarantee, in which the company will beat any advertised price online, in-store or in print. Kara said the price beat “is huge for us because it basically eradicates showrooming,” the act of customers looking at products in-store, then searching for a better price online and buying the product elsewhere.
