ORIGINAL LAUNCH OF GEEK SQUAD FOR BEST BUY
ORIGINAL LAUNCH OF GEEK SQUAD
DIGITAL ASSET IDENTITY + PHOTOGRAPHY IDENTITY + AWARENESS CAMPAIGN
There was a time when the Geek Squad was just a small brand with one location where just 3.2% awareness in Minneapolis alone. We were tasked to build a global launch campaign into 900 stores nationwide in 3 months with no direction or digital assets.
- Global Campaign Launch
- Digital + Print Brand Identity
- Website Design + Development
- In-store + Outdoor Campaign
- All Photography
- Vehicle Graphics
- On-line 3D Vitual Environment
- Presentation Systems for C-Suite
- Digital + Print Brand Identity
- Website Design + Development
- In-store + Outdoor Campaign
- All Photography
- Vehicle Graphics
- On-line 3D Vitual Environment
- Presentation Systems for C-Suite
The Minneapolis' Metro Transit "these are the best bus wraps we've every had. Our bus wrap sales have gone up because of them. RESULT: MTC decided to run the busses an extra 3 months for free resulting in a $180,000 of free media.
Our full page ads in USA Today created so much traffic that the call center was so overwhelmed it crashed multiple times. The media had to be pulled multiple times because of the demand created in the marketplace.
Our full page ads in USA Today created so much traffic that the call center was so overwhelmed it crashed multiple times. The media had to be pulled multiple times because of the demand created in the marketplace.
Increased awareness from 3.2% to 14.1% in 12 weeks. The largest increase in awareness in Best Buy history.
Geek Squad went $3 Million a year in revenue to a $1 Billion in revenue in just 2 years.
CONCEPT // STRATEGY
We were brought in to create a website to launch the Geek Squad for Best Buy. What what we quickly realized is that they needed more than a website, they needed a system, a visual identity to work seamlessly across all mediums. Best Buy was launching the Geek Squad into 900 stores nation wide within 3 months and we had no visuals. The imagery needed to convey the idea that all agents were knowledgeable, humble, rogue, quirky, honest, discreet, self-effacing, law abiding, disarming, trustworthy, approachable, while possessing an almost superhero quality. So we delivered "comedy with a straight face", Apollo 13 meets Reservoir Dogs. After we conducted the first photoshoot and delivered the finished images for the website, Best Buy understood the power of what we were created for them and agreed to a full buy-out on every visual provided for the website and for the rest of their advertising campaign and store graphics. Secondly, we had to convince Best Buy not to change the color of the Geek Squad logo from orange/black to yellow/black. Our point was that these two brands needed to co-exist and Best Buy needed to leave their name off anything Geek Squad. Otherwise, people would associate a blue polo with a Geek Squad agent. The idea that a blue polo from the small appliances division might be working on their personal computer would not be a good thing to associate with, they agreed. The art direction we provided was used for the website, stand-alone Geek Squad stores, outdoor, interior signage, bus wraps, newspaper and all other print related materials. When the opportunity presented itself our project goal was to influence the entire national campaign that launched the Geek Squad into 900 Best Buys nationwide. As part of the project I art directed, designed, shot photography, video and coordinated the production of photo shoots involving, fashion photographers, actors, 3D animators and flash developers for the animated Agents in Action sequence on the web site.
