New commercials featuring a person at a football stadium surrounded by Best Buy employees in the stands are both clever and effective.


Best Buy has come up with a great new marketing campaign, showing some person with problems or questions getting the help they need by an army of workers in blue polo shirts. It’s so easy to ignore all the commercials on TV, but this one always grabs my attention.

 

Here’s what these spots are doing right:

Target Audience

These spots seem to target the 20 & 30 somethings. The consumer in each spot appears to be in his/her twenties, and most of the Best Buy workers do too. Plus being outside-of-the-box helps grab this younger audience. It’s different. It’s a bit edgy.

You Factor

Look at the attention the potential buyer gets! He or she is in the middle of a stadium, with the rapt attention of the Best Buy workers. They are all so eager to help (yet patient enough to raise their hands).  It’s sending the message that when you deal with Best Buy, their guys are going to be right there to help you.

Humor

This whole concept is entertaining, plus there’s a cute, unrelated question asked at the end of these spots. It not only adds a bit of humor, it also makes you think, “hey, these guys know everything.”

Here are a few small places where they might have missed the mark:

Product Identity

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It wasn’t until the second time I saw the spot that I realized it was for Best Buy. At first it seemed to me there were different companies out in the stands offering their help. Remember, people are mostly passive viewers during commercial breaks, so ad messages are often missed. But, if you’re able to recognize who this spot is for at just the 2nd or 3rd viewing, any Marketing expert will tell you that’s a success.

Product Confusion

At the bottom of the screen there’s a twitter address. It would seem this is a commercial letting you know the Best Buy experts are at your disposal if you follow them on Twitter. However the end of the spot makes no reference to this. Instead it pushes some product they’d like to sell you.

So while viewers may not remember what exact Best Buy product these ads are trying to sell them, they probably will be left thinking “if I’ve got some tech product question, those Best Buy guys can help.”  And for an advertiser, you can’t get any better than that.