Breaking through the holiday clutter with Future Shop

Breaking through the holiday clutter with Future Shop

We dominated the Canadian media space throughout the 2013 holiday season, keeping Future Shop top-of-mind with gift givers helping to drive traffic and sales both in-store and online. 


The Ask

  • Break through the retail clutter and keep Future Shop top-of-mind during the holiday shopping season in an effort to drive sales both online and in-store
  • Develop a creative campaign that would drive significant online and traditional media buzz from October through December
  • Ensure a high-quality of coverage is achieved


What we did

  • Developed multiple holiday story angles that allowed for an “always-on” approach from October through December and leveraged the overall theme of “Season’s Gadgets”
  • Invaded relevant holiday stories such as Black Friday, Cyber Monday and Boxing Day, positioning Future Shop as the  destination for holiday gift shopping and as a leader in the retail and consumer electronic space
  • Leveraged Future Shop’s Product Experts to educate Canadians on the hottest tech gifts through broadcast segments and print/online interviews



  • Exceeded our target of 350 million impressions by generating 521+ million earned media impressions over the duration of the campaign
  • 100 per cent of all coverage was deemed either positive or neutral


  • Print
  • Web
  • Conversation