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FUTURE SHOP

When Future Shop wanted to rebrand, Rethink developed a comprehensive strategy covering every point of customer contact from staff uniforms to mass advertising.

Research showed Future Shop patrons (males 18 to 45) know their electronics and are early adopters so Rethink had to demonstrate the retailer had the right brands and expertise and that it could understand the target from an emotional perspective.

A new positioning line, "We get it," spoke to this two-pronged strategy. Research also indicated the target liked South Park and The Simpsons, so the creative used an edgy and subversive sense of humour.

So far so good: The ads and general overhaul are a hit with customers. And the spots are getting noticed in the industry too: Accolades include being "Spot of the Day" on AdCritic.com, being shortlisted for Cannes and winning a spot in the Applied Arts annual.

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