Since we launched our “True Stories” communication platform in November, it has become my custom to post the “rough cut” TV execution options prior to us making the final decision. In prior posts, we have gotten excellent feedback – comments that have made our messaging clearer as well as input in helping us choose the actual spots to run. So in keeping with this new way (for me) in getting feedback, the following are TV rough cut executions we are considering for the Spring. These ads are indeed rough – we have not included the music or background images as we do not have clearance yet for these pieces. I learned this lesson the hard way in November (see November posts). Thus, please react primarily to the story and the story teller as the music and the images will make the ads significantaly more interesting.
The intent for our communication messaging is to convey three important ideas. One, you can trust us to always have your best interests in mind. Two, we have a unique take on how technology and entertainment can make your life better and finally, you can always expect to find great prices. Ultimately our expectation is that, you walk out of the store happier, than when you came in.
As I’ve posted before, I believe our people are the most compelling reason to choose Best Buy over competitors. We need to do a better job in telling the people part of our story. And based upon the stories I’ve heard, I know there is a great story to tell. “True Stories,” focuses on our people telling their true story on how they helped customers. We have other work that hits harder at the great prices message that is also necessary. Look forward to your comments.
So, Alissa3 I think is the best, It seems the most sincere and not over the top…. totally relatable to how most guys buy gifts, and how our female segment can see that we can be about them also…
I also really enjoyed the Jasmin with the Rock speakers, every spring I try to get people excited about music outdoors….. I thought Brittany with the digital key chain was very good but a little over the top….
Scott
Like I’ve commented before about previous videos, I like the goal and focus of this campaign. I’m not a BBY customer (because I don’t have the money), but I trust BBY. Same with Apple. I love Apple so much, but I don’t have the money. But you always know what’s on my Christmas list.
Thanks for letting us speak into them. Here are my comments:
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Likes: (“Adam3 19″, “Anthony3 13v2″, “Jazmin3 19″)
These three are great to me because they are introducing something new, but in a way that is understandable and really quick. All of them make you say, “Wow! I want that.” It continues to make BBY look like the company that can teach me something new easily, but its a must have.
Dislikes: “Jeremy3 17″ (Pimp MY Ride), “Chris v12 3 17″ (BlackBerry equals success), “Alissa3 11″ (Nano + Armband)
I didn’t like these three.
*Jeremy is basically doing “Pimp My Ride”. It sounds completely excessive in this economic time (Even though that phrase is played out). And “Pimp my Ride” was popular 4 years ago. What people really want to hear is how to get Aux in their car or connect their iPod without an FM transmitter. Period. That’s not excessive it meets a need.
*Chris’s message is if you own a Blackberry somehow you’ll get promoted. Eh, no one believes that and it seems like a waste of air time. Smartphones are absolutely huge, but tell us how it makes us better managers of our time, not false hope that we’ll get promoted.
*Alissa’s message is old as well. I like it because its trying to be charming, but its the same old tune. Guys suck at shopping. I know the message is well for you guys that suck come to us and we’ll help, but maybe use another product besides a Nano and armband. Nothing new there. How about telling about the Touch. It has games that anyone can play. It helps pass the time at the Dr.’s office with brain teasers or solitare.
Barry, thanks again for sharing and seeking input. i’m glad to have seen these as it allows me to share a critical opinion of the past work in the campaign. though you’ve posted these spots without the background images for other reasons, to me it demonstrates a weakness in the previous spots. for me, i had a difficult time focusing on the stories – and more importantly the human qualities of your blueshirts – for all the technicolor stuff floating ’round everywhere else. now that i see the stories unadorned, i actually connect with your people and your brand. now, maybe they do not have the energy you’d like to see. i wonder if there’s another way of accomplishing this without trampling on your connection.
Barry, thanks for the opportunity to comment on these different campaign spots. All of them are unique and provide Best Buy with marketability to a different demographic. I think that Jeremy317 is a great ad for this economic time where parents may be unable to do the same things for younger children that they may have done for their siblings. It provides Best Buy the opportunity to market the services they provide that most people may not even realize they provide. This is a great ad. The Alissa311 is also great because all women and men can relate to this spot. It adds humor to your goal of wanting Best Buy to be a place where you can go and trust that the employees will be there to help you find what you are looking for and it will be relevant technology at reasonable prices. The only ad that I felt was over the top was the Mother’s Day ad about the digital picture keychain….it was too much that the employee would get misty eyed at the end. I didn’t believe she was that tore up about it.
I think the jazmin excerpt really hits home and with fathers day coming up it would be a good promotion for Best Buy and the rock speakers, because everybody loves music outside! And she really represents the Riverside community well. Her being a hispanic on a Best Buy commercial gives the community a true sense of pride.
Jazmin 3 19 was the best…especially during this time of year when people are going to be outdoors a lot, it gives people the opporunity to see that best buy carries products that allow people to enjoy their audio/video experience even outside of their home.
Loved Jazmin3 19!!! Great story, great product, great idea. Keep up the great customer service Jazmin!!!
I loved the Jazmin3 commercial. I had no idea best buy sells rock speakers! I thought you had to go to a specialty electronics store to find something that unique. Everyone knows best buy sells electronics of all kinds but now I know to go to best buy for even the most random of items. Jazmin did a great job of the selling the product as well as best buy. I enjoyed her upbeat and cute personality that shined through the camera. Also, I bet the rock speakers were an up-sell from just a normal boom box. Jazmin would be a great face to represent best buy to the American consumer.
I like Jazmin’s the best! It is a cute story!
Jazmin was great! It is amazing how customers really do come in asking for our help.
Jazmin’s story was definately my favorite. Her suggestions to the customer to first buy the speakers, and also how to surprise the customer’s husband with his new gift was great. Additionally, the manner in which she delivers the story is awesome. I believe this spot is a great example of the service that is provided to every customer that comes to Best Buy.
Barry, It is great to know that you are allowing us to input our thoughts on your campaign. It was really enjoyable to see all the different products available. My favorites would have to be Anthony3 13v2 and Jazmin3 19. Anthony because he actually kept me entertained with his personality and it is a situation that is highly likely to happen. I enjoyed Jazmin because I also have no idea what to get my husband, or dad for Father’s day! Music outdoors for a man who likes to bbq… Who would’ve thought?! All of them were unique and special but those are the two that stood out.
In our current “economic decline” that we are in – it really does make sense for the consumers to empathize with a more sensible unique story as shared above by many of the outtakes. I think that Jerads comment about Jeremy317 is right on about not relating to a large scope of consumers; however it does show the relationships that can be built when searching for the latest and greatest electronics.
I think one of the better examples is the story told by Jazmin319, where it not only reflects to any consumer (like me with only a few bucks in my pocket) but it relates to family, friends, or activities like BBQ’ing; and how Best Buy can bring that all together for you with a friendly smile and a great attitude.
Thanks for reading my two cents; and good luck to the best outtake!
- Jay
“Anthony3 13v2″ is pretty far-fetched for most people. I think it could work but it would have to be really well targeted to a more tech-savvy crowd, not the general masses. Maybe buy properties during “The Big Bang Theory” or on Sci-Fi channel, stuff like that. Or just toss it, depending on budget and time.
“Jeremy3 17″ is similar but if you drop it on MTV-ish networks it’ll work fine. Can’t quite toss it since it’s your only car install ad.
“Jazmin3 19″ is a great mainstream ad. For those in the north (aka Minneapolis, lol) you’re going to connect them with happy thoughts of upcoming spring, patio time, etc, and then all those positive thoughts are going to get connected with the brand. Plus it’s a cool idea everyone can connect with.
“Alissa3 11″ is probably the best or second best ad. Great story, easy to connect with, funny.
“Jordan3 19″ is good, a little creepy having your salesman go biking with you, but I think most people will connect with it just fine.
The second Chris ad is the best and it’s pretty good. I don’t connect with the last guy, not sure why, but he turns me off a bit. Not sure if that’s just me or if it would also resonate within the target demo.
Hey Barry,
Did you partner with the geocaching site to see about hits and signups? It would definitely be a great way to measure the impact of Adam 319 ad. And we will have to have a chat if too many people start caching (grin)….
KWG.
“Alissa3 11? is the best story. I think she will connect with most Best Buy customers who struggle buying their mother an electronic gift. And it’s just in time for mothers day! Two big wins.
Barry: great approach! One question: why not mix in true customers w the blue shirts? Good luck. You are doing good stuff…
Jazmin acted very professional. Awesome job with smiling and great aproach to actually selling the product. I had no idea you guys sold those kind of speakers. I actually might want to get some for my dad for fathers day. Rock on Jazmin.
Barry
Love that you’re asking for this feedback. A window to the BB culture.
Persuasion requires my involvement which you’ve done for me in these spots. Connecting with customers based on shared empathy and mutual goals is a powerful way to get buy-in, IMHO. Add to that the fact that the beauty of an idea is in its simplicity and these wrap up nicely.
Great positioning for BB, and from an operational standpoint, it’s a promise the store can fulfill, based on my anecdotal experience.
On purely a gut level, some of these resonate more with me than others. But that’s pretty subjective.
Thanks for asking~
Store 1476 just send theirs in. I think yall will enjoy them!!
-Tornado blackberry girl
Barry,
I work at a Best Buy store in the Atlanta market and I love these commercials. I think you need to find a good story that involves younger customers. Many stores in my market are located around college campuses and I feel that is a huge opportunity for the company. We need to focus on students that are in school and not just ones about to be in school.
Hope this helps,
Andy
Everyone,
This is Brittany Linde from the above commercial. Just so everyone knows, The reason I was tearing up had NOTHING to do with what the commercial was talking about. It was taken out of context. I was talking about MY MOTHER and MY experiences with mothers and that is why I was tearing up. If you know anything about commercials and the process of making them, then you would understand that I was talking about everything under the sun for HOURS. The director can then take ANYTHING I said in that time and use it however he wishes. I am not offended , I just wanted to clarify the reason I was crying. Thanks.
You can all see Brittany’s uncut “teary” moment here: http://www.bestbuy.com/truestories. If you go to “Brittany’s True Story,” you’ll see a menu on the right that lists a video called “Brittany and her Mom.”
Brittany: I know that it’s weird to see your story cut down from a 90 minute interview to a :30 commercial, but we tried to stay true to your story and your amazing spirit. Plus, I didn’t include your dancing
Your spot will start airing tomorrow. Congratulations!
Well Brittany I think you are an absolute doll!!! You don’t have to explain yourself to anyone. Would love to see your dancing, by the way…
What comes across is that the Blue Shirts are really listening to the customers they’re talking about. As a consumer, that gets my attention.
Brittany..can’t wait to see your next commercial. We love you and think you are great.
Brittany’s commercial is brilliant…her authenticity really comes across…commercial had enough impact on me to make looking to see who this amazing young actress was and come to find it’s Brittany who cares
left a few words out of that post…like “make me GO looking”… I agree with commercial director editing was completely in the spirit of what commercial intends to convey… brilliant job of editing …
Wow, I’m seeing Brittany’s commercial just about every hour on the Discovery Channel tonight. The spot warmed my heart so much I Googled ‘Brittany “Best Buy” commercial’ (you can just make out her name tag on TV) and found your site here. I have enjoyed the previous ads in this series, but this one is even better. Brittany seems like an awesome person in real life and her spot is perfect for Mother’s Day. Congrats on a really effective campaign.
And Brittany–if you read this–get an agent. Immediately. You’re really, really great on TV! Attractive, energetic and compassionate…what an awesome combination.