The back-to-school season is crowded. Best Buy wanted to stand out as being able to provide Canadian families with the confidence they need to make their important back-to-school purchases. Veritas worked to develop a three-pronged traditional and social media approach to amplify Best Buy as the go-to. To educate families, Veritas worked with key media outlets to contribute to their back-to-school gift guides. This gave the brand an opportunity to educate potential customers on products and trends.
The second phase of the campaign was #PermissiontoHover. The activation brought to life the idea of “helicopter parents” grappling with an overwhelming myriad of options and decision points with respect to back-to-school technology needs for their kids – and getting the help they desperately need from the knowledgeable staff at Best Buy.
The third phase involved comedian Gerry Dee (star of CBC-TV’s “Mr. D.”) and featured Best Buy Canada’s Surprise and “Dee-Light.” Gerry Dee surprised students of Scarborough’s Guildwood Junior Public school with complete new technology equipment for their upcoming school year as part of the brand’s community outreach to promote 21st century learning.
Learn more about Best Buy’s #PermissionToHover integrated media campaign, and its current product-related campaigns, visit the website.