UK: Currys PC World rolls out 2017 Christmas advertising campaign

  • UK’s leading electrical retailer unveils new £6 million advertising campaign, offering viewers the expertise and advice they need to Get It Right this Christmas
  • New festive campaign dramatises three scenarios in which Currys PC World colleagues have been given products to experience in their own home lives, featuring Apple, Bose® and LG

London, 2017-Nov-04 — /EPR Retail News/ — Currys PC World today (2nd November 2017) unveils its latest Christmas advertising campaign, rolling out across TV, video on demand, social and online (YouTube) in the UK.

The new ATL creative showcases how the UK’s leading electrical retailer helps customers ‘get it right,’ at Christmas, with first-hand advice and recommendations from Currys PC World store colleagues.

For the third year running, humorous family scenarios are used bring to life the difficulties in choosing the right Christmas gifts, presenting Currys PC World as the solution to this problem – with the right gadgets and colleague expertise available to help.

The three installments dramatise a real-life initiative by the retailer which allows store colleagues to try out Currys PC World products for themselves at home, so that they’re able to give truly first-hand advice to shoppers in store.

This year’s campaign features technology from three key brands including a proud Dad attempting to be ‘down with the kids’ while parading his new Bose® product range; a family putting the latest Apple products (and their Father) through their paces and a hilarious Mum-Dad double act declaring a ‘tech free’ Christmas to a bewildered audience, before proudly showing off the latest LG OLED 4K ready TV, in all its glory.

While the ads centre around humour and several light-hearted moments, they also demonstrate that the retailer has an effective blend of the right services, right products and right prices, to help customers ‘get it right’ this Christmas.

The campaign will feature 40” hero TV executions alongside a suite of 10 sponsorship idents breaking over November and December, starting on air from Wednesday 1st November, and is supported by promotional activity throughout November and December.

The ads will appear during some high-profile television slots on ITV (Coronation Street, Doc Martin, Jonathan Ross, The X Factor and Sheridan) and Channel 4 (Ugly House to Lovely House, Celebrity First Dates and The Last Leg) across November, as well as commercial broadcasters including ITV, C4, C5 and Sky Multichannel.

The campaign is one element of a fully-integrated nationwide campaign, set to incorporate all areas of the business right down through to Currys PC World stores.

Georgina Bramall, Head of Brand and Advertising, Dixons Carphone: “As market leaders, it’s our job to set an example and do everything we can to help customers ‘get it right’ at Christmas – so it makes complete sense that our own store colleagues test-out and get hands-on with the products for themselves. Being able to access expert advice from people who know and love technology is not just reassuring – it’s essential. Increasingly, this is what sets us apart from our competitors in the minds of our customers and our suppliers”

Colin Jones and Phil Martin, Creative Directors, AMV BBDO: “This campaign playfully celebrates the important role in-store colleagues play in helping customers choose the perfect Christmas gift, from the wide range of entertainment and gifting lines available at Currys PC World. Each Christmas, gift buying can become a puzzling and dreaded task, but with advice honed by colleagues who have tried the products in their own lives, Currys PC World can help you get it right.”

Working with retained creative agency AMV BBDO and media agency Blue 449, the new ATL campaign from Currys PC World will feature across TV, print and digital platforms. The campaign launches with a 40 second TV spot running until 24th December.

Campaign credits:

CREDITS
Creative Agency: AMV BBDO
Executive Creative Directors: Alex Grieve, Adrian Rossi
Creative Directors: Phil Martin, Colin Jones
Agency Planner: David Edwards, Tom Claridge
Agency Account Manager: Chris Taggart, Alex Bird, Chris Ferguson, Vanessa Wise
Agency Producer: Rebecca Scharf
Media Agency: Blue 449
Media Planner: Lizzie Andrew, Tom Coles
Production Company: O Positive
Director: Brian Billow
Production Co. Producer: Nell Jordan
Post-production Company: The Mill
Audio Post-production: Wave

About Dixons Carphone

Dixons Carphone plc is Europe’s leading specialist electrical and telecommunications retailer and services company, employing over 41,000 people in nine 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 Team Knowhow.

Dixons Carphone’s primary brands include Carphone Warehouse and CurrysPCWorld in the UK & Ireland, Elkjøp, Elkjøp Phonehouse, Elgiganten, Elgiganten Phone House, Gigantti and Lefdal in the Nordic countries, Kotsovolos in Greece, Dixons Travel in a number of UK airports as well as Dublin and Oslo. Our key service brands include Team Knowhow in the UK, Ireland and the Nordics, and Geek Squad in the UK & Ireland.

Business-to-business (B2B) services are provided through Connected World Services, CurrysPCWorld 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.

For more information, please contact:

Currys PC World press office:

M&C Saatchi PR
curryspcworld@mcsaatchi.com
0207 544 3600

Source: Dixons Carphone plc

Currys PC World’s brand new campaign offers viewers advice on how to get it right this Christmas

  • £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