LONDON, 2016-Aug-10 — /EPR Retail News/ — Today, 4 August 2016, Currys PC World unveils its new campaign – ‘Get Started’. The cross-channel campaign looks to champion consumers’ passions and ambitions in a move to highlight the retailer’s new lifestyle based segmentation of laptops to make the shopping experience easier and less techy.
‘Get Started’ will be amplified through multiple platforms and channels combining digital, PR social and above the line content to appeal to consumers on every level.
The retailer’s new slick and impactful ATL creative showcases a beautifully choreographed display of the retailer’s HP laptop range. The storyline centres around the idea that laptops provide a springboard for people to fulfil their dreams and embark on new ventures, so that they can achieve what they want to do.
The spot features laptops ‘dancing’ in creative formations linked to photography, being a DJ and becoming an online florist, inspiring viewers through both functionality and emotion.
The creative also highlights Currys PC World’s trade-in policy and its in-store customer service offering to help transfer data from an old laptop to a new one, as well as get the product up and running.
Working with retained creative agency AMV BBDO and media agency Blue 449, Currys PC World’s new ATL campaign will feature across TV, print and digital platforms. The campaign launches on 4th August with a 30 second TV spot running until 31st August.
The digital activity, also live throughout August, will feature first hand experiences around passions and ambitions from key social influencers across fashion, fitness, travel and photography. The content will focus on how they got started in their field and how using laptops enabled them to explore and develop these passions. Nearly 60 pieces of content will be produced and amplified across the influencers’ own channels and the Currys PC World platforms, which will be supported by an integrated PR, social and content campaign led by M&C Saatchi PR and 1000 Heads.
The campaign forms part of Currys PC World’s ‘Computing Leadership Forum’ strategy to showcase innovation and new technology, with an underlying message of value and relevance. By working closely alongside manufacturers including Microsoft, HP and Intel, the retailer aims to drive consideration and purchase opportunities in an ‘always on’ world both for the short and long term.
Head of Marketing for Computing at Dixons Carphone, Rob Stacey, says: “As market leaders we want to play our part in inspiring people to upgrade to a new laptop and make choosing a laptop a little less daunting. Our new user-friendly segmentation and amazing services can really help with that.”
International Account Manager for HP, Celine Chapron, says: “We’re working with Currys PC World to ensure our vision, to create technology that makes life better for everyone, everywhere comes to life. Through our portfolio of PCs we engineer experiences that amaze. It doesn’t matter the customer age, their day to day job, evening hobbies or weekends passions, it’s about offering differentiation to customers with colours, beautiful design, and the latest tech features with no compromise.”
AMV BBDO Creative Director, Rob Steeles, adds: “The new creative taps into people’s dormant ambitions. We want consumers to realise that with the right tech, and Currys PC World’s expertise, there’s never been a better time to kick-start something new. Reinvigoration was also key for the look and feel of the spot, so we gave the visual treatment plenty of energy accompanied with an up-tempo track. The ad grabs attention and inspires people to take action.”
| CREDITS | |
| Project: | Get Started |
| Client name & job title: | Gary Booker – Chief Marketing Officer for Dixons Carphone |
| Creative agency: | AMV BBDO |
| Format: | TV, Press, Digital and Radio |
| Creative team: | Brett and Slim |
| Creative leaders: | Steve Stretton and Rob Steeles |
| Account team: | Mark Graeme, Charlie Martyn, Sarah Hore-Lacy and Luke Hickey |
| Planning: | Tom Claridge and Rob Sellars |
| TV production: | Holly Pienaar |
| TV admin: | Cate Killeen |
| Lab: | Matt O’Brien |
| Project management: | Paul Glucklich |
| Design: | Ian Mills |
About Dixons Carphone
Dixons Carphone plc is Europe’s leading specialist electrical and telecommunications retailer and services company, employing over 40,000 people in 9 countries.
Focused on helping customers navigate the connected world, Dixons Carphone offers a comprehensive range of electrical and mobile products, connectivity and expert after-sales services from the Geek Squad and Knowhow.
Dixons Carphone’s primary brands include Carphone Warehouse, Currys and PCWorld in the UK & Ireland, Elkjøp, Elkjøp Phonehouse, Elgiganten, Elgiganten Phonehouse, Gigantti and Lefdal in the Nordic countries, Kotsovolos in Greece, Dixons Travel in a number of UK & Ireland airports and Phone House in Spain. Our key service brands include Knowhow in the UK, Ireland and the Nordics, and Geek Squad in the UK, Ireland and Spain.
Business-to-business (B2B) services are provided through Connected World Services, PC World Business and Carphone Warehouse Business. Connected World Services aims to leverage the Group’s existing expertise, operating processes and technology to provide a range of services to businesses.
Dixons Carphone was voted ‘Retailer of the Year’ at the Retail Week Awards 2016.
For more information, please contact the Currys PC World press office:
M&C Saatchi PR
curryspcworld@mcsaatchi.com
0207 544 3600
Source: Dixons Carphone