NEW YORK Arnold is launching a campaign for RadioShack introducing the tagline, "Do stuff," with ads showcasing how customers use technology to create and share experiences.
In the first spot, breaking today, a woman argues with her boyfriend as she's leaving their messy apartment, which is overrun by his music collection. She tells him they'll talk later and walks out the door. The boyfriend begins contemplating his records, and by the time she returns, the apartment has been swept of all the clutter and a lone iPod is playing. "Go digital," urges the spot.
The strategy for the campaign was inspired by the electronics chain's customer service, said Arnold cd Paul Schauder. "They've been known for a long time as a helpful place where you can go and talk to quality associates who know what they are talking about," he said. "We are selling solutions."
The idea for the spot, added Schauder, came directly from a feature on the company's Web site, where it gives consumers guidance on how to turn their records into MP3s.
"'Do stuff' is an invitation to the customer to get more out of their technology," said Schauder. (In the past, the chain used the line "You've got questions. We've got answers," though some recent efforts have run without specific tags.)
Additional spots will focus on having a better road trip with a portable DVD player and staying in touch using the features on a mobile phone.
In addition to the three commercials, directed by Todd Field (Little Children, In the Bedroom), the campaign includes print and online ads, as well as a 24-page direct-mail magazine the agency produced called Do Stuff.
RadioShack spent nearly $155 million in measured media last year, according to Nielsen Monitor-Plus, and ranks among Boston-based Arnold's largest clients. The agency is a unit of Paris-based Havas.