Rethink
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Solo Mobile •
1-800-GOT-JUNK? •
BC Lions •
Coast Capital Savings Future Shop |
Future Shop
Future Shop’s core audience is the HTI, or the High Tech Innovator. He’s an urban male who continually dreams of his next high-tech purchase. Unfortunately, his wallet isn’t often in agreement, so price is a deciding factor. Research also showed that the target had an off-kilter funny bone and was drawn to shows like the Family Guy.
The agency therefore created a campaign that aimed to unite this quirky sensibility and the brand’s “Get it for less guarantee,” which promises that the chain will beat any competitor’s price by 10%. The result was a series of spots, in English and French, featuring the impossibly keen Future Shop associate. In one spot, over-eager associates create their own in-store ad, seemingly inspired by ’80s pop band, Devo.
And to deal with the chain’s constant weekly sales events, Rethink created a recyclable ad, “Overdub,” which was used for six different sales events over eight weeks. In it a consumer talked to an associate, with the name of the sale – from Father’s Day to the Big Screen TV – simply dubbed over the associate’s voice.
Sales and tracking have both shown impressive jumps since the campaign launched.
Television
 Escalator |
 Dieter |
 Fathers Day Sale |
 Canada Sale |
 Big Screen TV |
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 Garbage |
 Recycling |