Nouveau Tech

We brought freshness back to Best Buy, getting people excited about their tech again by bottling up that beloved “new tech smell.”

  • The days of people flocking to Best Buy have long passed. Even though Best Buy sells cutting edge tech, their brand is seen as stale.

  • Consumers don’t just see Best Buy as stale, but tech as a whole. So to reinvigorate people’s love for Best Buy, we needed to reinvigorate their love in tech.

    The moment people love tech the most is when it’s fresh out-of-the-box. When it still has that unmistakeable “New Tech Smell.”

  • We bottled the “new tech smell” into a perfume: Nouveau Tech. Initially launched on social media, we partnered with influencers to show that Best Buy was expanding beyond just tech.

    Complemented by OOHs, we made the product accessible to all in-store and online.

Social Launch

We launched Nouveau Tech on socials, partnering with influencers from beauty to lifestyle to create buzz and show that Best Buy is expanding beyond just tech.

OOHs

In-store

Yes, that’s a real bottle with a real package in a real Best Buy held by a real employee. No AI used 🤖

Online

Art Direction, Copywriting, Editing/Motion Graphics: Frank Yin

Strategy, Photography, Videography: Vance Gorman Jr.

Copywriting: Aman Malik

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Paired
Monotype