Yuneec received $60M in funding from Intel Capital, and integrated Intel RealSense Technology into their units. This technology enables the drone to scan its environment and create a 3D map of the world. It learns intelligently. We needed to differentiate Yuneec from its competitors in a crowded in-store experience. The new Typhoon H, drone was a professional and consumer or “prosumer” drone. The key demographics for this drone included National Geographic filmmakers, photographers, and adventure athletes.

I conducted secret shopping research for my client to gather data on the in-store shopper’s experience, and what role the store employee played in the sales process. Discovery and differentiation were both challenges. The display had to function as a salesperson, especially given high employee turnover, grabbing the customer’s attention, educating the customer on the product, and distinguishing it from the other choices that sat right next to it. It had to simultaneously charm, connect with, and inspire the consumer, but also educate the viewer in a very short period of time, and all while silent.

I presented my findings and a strategy for the video to include some lifestyle footage, product feature information, motion graphics, and instruction. I also wanted to include a broader representation of lifestyle footage to appeal to more applications and different customers’ lives, outside of the standard typical extreme sports. We decided to incorporate actual customer footage from around the world, as a way to show not only uses, but to show that actual people (not just professional photographers) could capture beautiful images of their experiences.

The result was a strong in-store presence that beat out the competition, and was recognized by best buy as the best in-store display they had seen in years, increasing sell through at the store level.

The video is in thousands of Best Buy stores across the US.