Currys PC World lets in-store colleagues shine in Christmas campaign

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In-store colleagues test out products and provide recommendations

Currys PC World has unveiled 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 instalments 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 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.