TWELPFORCE by Crispin Porter + Bogusky Boulder for Best Buy

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TWELPFORCE

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Industry Retail, Distribution & Rental companies
Media Digital, Interactive & Mobile, Case study
Market United States
Agency Crispin Porter + Bogusky Boulder
Director Henry Alex-Rubin
Creative Director Carl Corbitt, Evan Fry
Art Director David Brown, Dj Pierce
Copywriter David Littlejohn, Tom Pettus, Justin Ebert
Editor Lucas Spaulding Of Spotwelders
Released June 2010

Awards

Cannes Lions 2010
Titanium and Integrated Titanium Grand Prix Grand Prix

Credits & Description

Type of entry: Titanium Grand Prix
Advertiser: BEST BUY
Product/Service: RETAILER
Agency: CRISPIN PORTER + BOGUSKY Boulder, USA
Chief Creative Officers: Andrew Keller / Rob Reilly / Jeff Benjamin (Crispin Porter + Bogusky)
Creative Director: Evan Fry (Crispin Porter + Bogusky)
Associate Creative Director: DJ Pierce, Justin Ebert (Crispin Porter + Bogusky)
Inteactive Executive Creative Director: Jeff Benjamin (Crispin Porter + Bogusky)
Copywriter: Justin Ebert, David Littlejohn, Tom Pettus (Crispin Porter + Bogusky)
Art Director: DJ Pierce, David Brown (Crispin Porter + Bogusky)
Interactive Art Director: Kat Street / David Gonsalves (Crispin Porter + Bogusky)
Experience Director: Matt Walsh (Crispin Porter + Bogusky)
Experience Designer: Tiffany Yang (Crispin Porter + Bogusky)
Interactive Designers: Daisy Chavoshi, Christian Behrendt, Slava Morshch, Leif Abraham (Crispin Porter + Bogusky)
Graphic Designer: Greta Ackerman (Crispin Porter + Bogusky)
Executive Integrated Producer: Pam Scheideler, Paul Gunnarson (Crispin Porter + Bogusky)
Integrated Producer: Brenda Fogg (Crispin Porter + Bogusky)
Senior Art Producers: Robert Hannau, Peter Nolan (Crispin Porter + Bogusky)
Director: Henry-Alex Rubin (Smuggler Productions)
Executive Producer: Lisa Rich (Smuggler Productions)
Line Producer: Drew Santarsiero (Smuggler Productions)
Director of Photography: Marcelo Durst (Smuggler Productions)
Editor: Lucas Spaulding (Spot Welders)
Executive Integrated Music Producer: Dan Pritikin (Mutato Muzika)
Interactive Media Supervisor: Kylee Decker (Crispin Porter + Bogusky)
Describe the campaign/entry:
The back-to-school season is a nutty time for any retailer. But especially for Best Buy. Because people are looking for complicated items like computers, and they need a little education on what’s right for them. Problem is, Best Buy can’t help those who don’t walk through their doors.
To extend the knowledge of their expert Geeks and Blue Shirts beyond their walls and into the digital space, Best Buy created the Twelpforce. A digitized army of Best Buy employees available 24/7 on Twitter. And not to push products — but to provide twelp. A new term for technical help in tweet form.
Anyone with a question could shoot a tweet to @twelpforce, at any time. And over 2000 expert Blue Shirts would race to give the fastest, bestest answers. Plus, the collective power of Twelpforce would scan the twitter-world for tech-issue tweets and quickly lend a hand, without anyone asking.
Give some idea of how successful this campaign/entry was with both client and consumer:
The initial campaign featuring the Twelpforce helped to exceed Best Buy’s laptop sales goals by 40%. Proving that Best Buy was still the go-to place for back-to-school tools.
And since the launch, the Twelpforce site has become a valued tech savior for customers everywhere. More than 22,000 tweets have come in, and that number continues to grow every day. And so far, the Twelpforce has garnered more than 24,000 devoted followers.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
In the beginning, television spots brought the service to life. And showed just how great it was to have an expert army of Blue Shirts ready to answer any questions.
Then, banner ads and in-store messaging reminded customers that Best Buy was there for them – even if they weren’t actually in a store.