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RadioShack
RadioShack Relaunch: Turning Around an Irrelevant Brand

RAN IN: United States

CLIENT
RadioShack

Jennifer Warren, CMO
Merianne Roth, VP, Communications

AGENCY
GSD&M *Lead Agency

Jay Russell, Executive Creative Director
Scott Brewer, Group Creative Director
Ryan Carroll, Group Creative Director
Tim Eager, Creative Director
Tom Hamling, Creative Director
Carmen Graf, SVP/GMD/Director Consumer Connections, Media
Klaudia Flanigin, Strategy Director
Sabia Siddiqi, VP, Acct. Director


Weber Shandwick


Talk to Current


SUMMARY

RadioShack was at the crossroads of relevancy and extinction with a unanimous perception of being stuck in the 80s. We had to give the brand a clean slate and FAST. Our objective was to get people to listen and re-engage with RadioShack. The only way to turn this brand around was to go big, using the Worlds stage The Super Bowl. Results exceeded benchmarks with 933 million additional impressions, 5,000,000+ YouTube views; surpassed the engagement goal by over 800% and stock price jumped 7% while overall market declined.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Audience: Men

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: National

Language: English