Best Buy campaign highlights its ‘insurmountable advantage’ – its people
Photo: Best Buy
Best Buy has been one of the true, feel-good turnaround stories in the retail business in recent years. Now, the consumer electronics retailer has launched a new campaign that focuses on the people, products and services that set it apart from rivals ranging from Amazon.com to Walmart.
The new campaign and Best Buy’s first logo refresh in more than three decades launched yesterday. Best Buy’s “Expert Service. Unbeatable Price” tagline, which was central to its messaging during its turnaround phase, has been retired. The new tagline — “Let’s talk about what’s possible.” — highlights the stories of the chain’s workforce and how its blue shirts can help customers find and optimally use the technology sold in Best Buy’s stores and online.
“Telling the story of our people — and how we make a meaningful impact on customers’ lives — is at the heart of this work,” said Whit Alexander, Best Buy CMO, in a statement. “Our people are our insurmountable advantage.”
Best Buy will launch new commercials and online videos beginning on Sunday. The spots, shot in black and white except for the blue shirts worn by Best Buy associates, focus on conversations between customers and staff. In the end, the blue shirts help customers solve their needs.
“The core of what differentiates Best Buy vs. everyone else — and makes us awesome for customers — is that we understand your unique needs and how tech can enhance your life,” said Mr. Alexander.
The spots are directed by Academy Award winning documentarian Errol Morris with voice-over provided by actress Scarlett Johansson.
Best Buy’s new campaign and logo follow the announcement last fall by CEO Hubert Joly that the retailer was moving past its “Renew Blue” turnaround and moving into a strategic growth phase known as “Best Buy 2020: Building The New Blue.”
“Our Renew Blue transformation was about improving the customer experience and fixing what was broken,” Mr. Joly said. “Building on what we have accomplished, we are excited by the opportunities we have in this next chapter to grow the company by helping customers pursue their passions and enrich their lives with the help of technology, which is a much bigger idea and one that is rich with opportunities.”