ULTIMATE ELECTRONICS

During my years with Ultimate Electronics, I seamlessly integrated my work into their existing brand and helped forge several rebranding initiatives. My body of work for Ultimate can be divided into three main campaigns (see below). Overall results throughout all campaigns were constant year-over-year improvements in sales traffic that often exceeded industry trends.

 

INTECHXICATION BRAND CAMPAIGN

The “Inechxication” brand campaign used humor to lightly make fun of consumer confusion of new electronics technologies (as if intoxicated). It positioned Ultimate as the company that delivered expert guidance toward the then emerging and more expensive entertainment technologies. Initially created by an outside agency, I took over all the agency’s writing roles while working within the conceptual framework they developed.

 

COMP SHOP BRAND CAMPAIGN

As electronics technology simplified and became better known by the general public, price competition became the name of the game. Ultimate responded with a new practice of competitive price comparisons. Of course, they needed a new campaign to explain the policy. I created new brand messaging, which emphasized how the policy made sales a moot point. In addition, I dramatically shifted to a quiet, matter-of-fact tone to cut through the hype. I used a point of view of the owner to lend credibility to the message and to help distinguish Ultimate from their larger competitors. The result portrayed Ultimate as a friendly, trustworthy and relaxed place to find the best deal.

 

PRODUCT EXPANSION BRAND CAMPAIGN

When UE expanded their product mix by introducing appliances, and then later, computers, movies and video games, they needed a short term introductory campaign. At the same time they wanted to remove “Electronics” from their name. I created the messaging to accomplish both goals at the same time.

CLIENT/EMPLOYER INFO

National consumer electronics retailer with 46 stores

 

DATE OF PROJECTS

2005-2011

 

ROLES

Lead In-house Copywriter

Brand Development

Messaging & Brand Narrative

Campaign Development

Product Narratives & Copy

 

PROJECT TYPES

Broadcast

Print/Digital Ads

Web Content

Direct Response

Signage

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