Fry’s Electronics wanted to position Frys.com as the place where the elite geeks can find everything they need for all their elaborate projects. And with the geek stamp-of-approval we knew the other 99.7% of the population would trust Frys.com with their run-of-the-mill orders.
Note: Geek Squad came along about 9 months later with similar spots, and a much larger media buy. Not that I'm bitter about it or anything.
I think one of the coolest things we did for Frys.com was to insist on designing them a new box. We knew the anticipation of a Fry's delivery was huge for the consumer, and we wanted a box that added to the experience.
