Geek Squad is a 24-hour technology and computer service component of the electronics retailer Best Buy.
Target: Computer users
Agency: Crispin Porter+Bogusky, Miami
Message: The closing line says it all, according to Jody Estensen, director of marketing communication management for Geek Squad, based in Minneapolis. Each of the ads for its new television campaign ends with, "When it comes to tech problems, there's nothing we haven't seen."
To drive that point home, these Geek Squad ads start with a tech support person fixing simple things such as wireless routers and installing operating systems, and end with them repairing a whistling mandroid and disabling a giant, asteroid-pulling magnet. The ads use hyperbolic problems to show that Geek Squad technicians have seen everything and can fix everything. "If we can help you fix this (mandroid), we can certainly help you with your computer," Estensen says.
For this campaign, Geek Squad wasn't going after a single demographic. Instead, it was trying to reach all computer users, from stay-at-home moms to tech-obsessed men. The mandroid ad, for example, features a woman in her 30s who isn't particularly interested in technology; she just needs her wireless network set up. In another ad, a man who is tech-savvy enough to create his own transporter needs help installing a new operating system. "The ads are targeted at different demographics, but the strategy remains the same throughout," Estensen says. That strategy is to make people feel comfortable asking for help—Geek Squad's tagline is "Go ahead, use us"—and confident that a Geek Squad member can fix any computer problem.
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