CHALLENGEWhen New Yorkers thought about shopping for consumer electronics, they didn’t think of Best Buy. Visibility among residents of Manhattan and the other boroughs presented a major opportunity for Best Buy, along with European and South American tourists visiting the city. The challenge was to find a way to stand out in a competitive landscape.
WORKWunderman Minneapolis did what you have to do to get attention in Manhattan: they went big. They created ads five stories tall and placed others at 230 locations throughout the city including bus shelters, kiosks, news stands and digital boards. Wunderman targeted screens through digital and social channels, and ears through Spotify and radio. The campaign featured hyper-localized headlines and products/brands that resonated with Best Buy’s target consumer in New York.
- 100+ Million Impressions
- 113% return over plan
- Drove traffic to 60 stores
- BEST BUY