THE SOURCE - REFRESH
Situation:
The Source had a successful run at using Kyle as their personification as well as revealing the store in a fun and surprising manner in their TV ads. When researching focus groups, The Source had a sudden realization that their marketing strategies trying to differentiate from Best Buy was not coming across to the consumers.
Brief:
Come up with a new marketing objective that clearly defines the distinctions between The Source and Best Buy. Use the new objective as the platform for all upcoming campaigns.
Solution:
"The Source - surprisingly mighty. "
Even with less square footage, The Source have the best curated items, transformative space and superior customer service. This manifested with their new formula to show the trance their customers are in when they are at The Source.