- £5 million advertising campaign offers viewers the expertise and advice they need to get it right this Christmas
- Dramatizing the insight that it can be hard to get the right gifts to make your Christmas perfect, the ads present Currys PC World as the solution to this problem – with the right gadgets and the expertise to help you drop a crucial hint
- Integrated marketing campaign with creative agency AMV BBDO, media agency Blue 449, PR agency M&C Saatchi PR and social media agency 1000 heads
LONDON, 2016-Nov-07 — /EPR Retail News/ — Currys PC World today (03 Nov 2016) unveils their brand new Christmas campaign, Get It Right.
Featuring a variety of interactions between British families, the ads aim to demonstrate that Currys PC World understands it’s difficult to get the best gifts to make your Christmas perfect, and sometimes you need to drop an unsubtle hint to your family to get it right.
In each of the ads, viewers are given a glimpse into different settings where families are participating in recognisable Christmas scenarios, such as putting up the Christmas lights, attending the much-anticipated school nativity, knitting Christmas jumpers or decorating the Christmas tree.
As each of these moments unfold, our protagonists seize the opportunity to drop their loved ones a not-so-subtle hint about their dream gift this Christmas, leaving their loved ones in disbelief as to how far they’re willing to go to share this crucial message.
While the ads are full of humour and light-hearted moments, they also demonstrate that the retailer has the right prices, right products and right services to help customers get it right this Christmas.
The ads aim to position Currys PC World as the solution to this problem, by offering the expertise and advice you need to choose the right gadgets for any home entertainment, home preparation, and gifting, all at the right prices.
The campaign will feature 30” hero TV executions alongside a suite of C5 sponsorship idents breaking over 5 days, starting on air from Thursday 3rd November, and is supported by promotional activity throughout November and December
The installments all focus on a variety of products available from the retailer, including an LG OLED 4k Curved TV, Bose QC35 Wireless Noise-cancelling Headphones, Bose SoundTouch 10 Speaker, Bose SoundTouch 300 Bluetooth Soundbar, Xbox, and Samsung Galaxy Tablet.
Rolling out across TV, video on demand, social and online (YouTube) in the UK, the ads will appear during some high-profile television slots on Friday 4th and Saturday 5th November including Gogglebox and X Factor, as well as commercial broadcasters including ITV, C4, C5 and Sky Multichannel.
The ad campaign is one element of a fully-integrated nationwide campaign, set to incorporate all areas of the business right down through to stores.
Georgina Bramall, Head of Brand and Advertising, Dixons Carphone: “The idea of helping customers ‘get it right’ this Christmas really plays to our strengths as our aim has always been to ensure we have the right products at the best prices. Celebrating the role our expert colleagues play in helping our customers choose the perfect gift from our wide range of food prep, entertainment and gifting lines was also a key consideration when building our plans. This campaign thought is so intrinsic to our business already, that it was easy to fully integrate it across all of our customer touch-points in a holistic and authentic way.”
James Rouse, Director, Outsider: “The idea of dropping unsubtle hints to get the gifts you want this Christmas is simply a great campaign thought. It sets up characters and humour brilliantly, as I think has come across in the final films. My vision was simply to evolve the lovely characters of protagonists, building on their almost childish selfishness. They’re all loveable in their own way, an aspect that was brought out brilliantly by the actors who played them. I’m extremely happy with the result. Everyone came together to make a really nice set of films for Currys PC World.”
Campaign credits:
| Project: | Unsubtle Hints |
| Client name & job title: | Georgina Bramall, Head of Brand and Advertising James Cheetham, Head of Advertising |
| Creative Agency: | AMV BBDO |
| Creative Director: | Alex Grieve and Adrian Rossi |
| Copywriter: | Richard McGrann |
| Art Director: | Andy Clough |
| Agency Planner: | David Edwards/Tom Claridge |
| Agency Account Man: | Chris Taggart/Mark Graeme/Amy Tippen/Flo Prevezer |
| Agency Producer: | Sophie Honour |
| Media Agency: | Blue 449 |
| Media Planner: | Lindsay Turner/Lizzie Andrew/Tom Coles |
| Production Company: | Outsider |
| Director: | James Rouse |
| Production Co. Producer: | Benji Howell |
| Post-production Company: | Framestore |
| Sound Design | Chris Turner, Jungle Studios |
About Dixons Carphone
Dixons Carphone plc is Europe’s leading specialist electrical and telecommunications retailer and services company, employing over 42,000 people in eleven 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 and Currys PC World 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