Adam Panetta // Planner

Paula Waltrick // Planner

Rob Sabalvaro // Copywriter

Drew Shook // Art Director

WELCOME

Business Challenge

Research:

Competition

Brand

Audience

Real Problem

Tension

Idea

Why

Creative

Make Best Buy relevant to Millennials.

The Business Challenge

Competition +The Brand

The Audience

Competition

Perceptions

Genius Bar:

I feel like I’m being talked down to.

Intuition:

I hope I know what I’m doing (fingers crossed).

Blue Shirts:

I know as much as these people that are reading the back

of the box with me.

THE GOOD: The Best Buy family of brands and partnerships collectively

generate more than $50 billion in annual revenue. Best Buy believes that

technology is here to serve people, and not the other way around.

THE BAD: Best Buy is the Walmart of technology without the low prices.

THE ENEMY: Amazon

Brand: Best Buy is a leading multi-channel global retailer and developer of

technology products and services.

Brand

Connections

These shoppers are more educated than ever before.

Gen. Y know what is going on in the world around them, and have full access

to it.

The global youth think in the same way that the Internet does: non-linearly (real-

time results).

Millennials are know-it-alls/find-it-alls because of their full access to the world

around them.

Millennials - PsychographicsAudience

http://infographiclist.files.wordpress.com/2011/10/jiwire-infographic.jpg

Millennials - DemographicAudience

1. Whether they know it or not, Millennials live by Solipsism.

[The belief that the world revolves around you]

2. Best Buy looks like an old dinosaur.

[It has never evolved]

Tension

Life Truths

The Real Problem: Best Buy HAS BECOME the showroom for Amazon.

Competition Brand

Audience

EMBRACE BEING THE SHOWROOMBe the hands-on experience where Millennials can be the know-it-all.

Idea

An energetic idea

Geek Squad and “Blue Shirts” appeal to older generations

Best Buy can be the test-drive and the dealership for our target

“If you think you know enough, you’re officially dead”

“Showrooming” = Never stop learning

Reasons to Believe

WHY

CREATIVE

Welcome to your show

IN-STORE EXPERIENCE + MOBILE APP

CREATIVE

INTRODUCING THE “BEST BUY EXPERT” APP

It's the 21st century, and the showroom experience is due for a 21st century upgrade.

Via the Expert app, shoppers can use their smartphones to scan product info cards

and interact with certain products.

They'll be able to control the media on demo models; preview media sold in the store, and

deconstruct appliances with augmented reality from the palm of their hand.

IN-STORE EXPERIENCE + MICROSITE

CREATIVE

Welcome to your show

EMPLOYEE MAKEOVER

CREATIVE

THE BEST BUY EMPLOYEE SHIRT:

OUTDATED

BORING

UNRELIABLE

Not dressed for the part.

UNIFORM REDESIGN

THANK YOU

Q+A