RAZOR's in-depth research on what was important to each target led us to the development of a strategic theme that supported the brand while driving sales. "The Perfect Score" marketing materials, POP and external communication all carried a simple yet bold claim to make dreams come true during the holidays. Featuring gamers sharing their deepest holiday wishes along with insightful gift tags, each element made it easy for gift-givers to understand what's hot this holiday season and how to bring it home. The theme not only gave GameStop a platform for reaching the elusive (and confused) gift-giver, it also communicated everything that a gamer cared about. TPS delivered a more effective strategic approach, simplicity in creative communication, and innovative uses of new media and in-store pieces that compelled supplier partners to buy into GameStop promotions. Not only did the vendors have a reason to participate in co-op when they had previously declined it, but RAZOR was now helping them deliver a consistent message that was relevant to the consumer.
