US retail giant Best Buy is using 100,000 of its own blue-shirted workers to be the faces font and centre in their new marketing camping. The rebranding effort by Best Buy seeks to demonstrate the personalized and sincere customer service of the massive retail chain.
The electronics retail chain, based in Minneapolis, has rolled out its new logo and website along with all new TV spots.
Chief marketing officer of Best Buy, Whit Alexander, said that the campaign was about “aggressively” building toward serving customer and helping improve their lives with technology. He said that Best Buy wants to “tell the story” in a different way via the way in which staff interact with customers.
Mr Alexander described the campaigns’ slogan “Let’s talk about what’s possible” as a “rallying cry” that positioned the brand as an endearing expert who helps people achieve their goals through technology.
The overriding message of the campaign is reminiscent of one of the now closed Australian electronic retailer Dick Smith’s advertising campaigns. In the Dick Smith campaign consumers were encouraged to buy products as part of unleashing their inner creativity.
The work on Best Buy’s campaign started a roughly year prior with the majority of the work done internally. However, Mr Alexander disclaimed that Best Buy was still working with several external agencies, one of which recently created Best Buy’s holiday advertising campaign.
Best Buy has returned to beefing up its in-house advertising team after spending the last year consolidating its entire marketing department, making the role of chief creative officer redundant in the process.
Best Buy is currently hiring more staff to its creative team and definitely seems to be investing heavily in its future branding efforts. Mr Alexander said that Best Buy was “proud” of the creative team it is assembling.
Best Buy did not reveal its budget for this campaign. It’s last major campaign the retail chain spent $139.3 million USD.