Currys PC World reveals its latest disruptive outdoor takeover campaign – transforming two 48-sheet billboards into giant Currys PC World TV boxes, encouraging fans to “Go Big for The Big Games,” ahead of a Summer of football.
The takeover, from the UK’s largest electrical retailer, runs for a total of four weeks, across two key London sites: 21 May-4 June: 16-18 Newington Causeway (SE1 6BA) and 4 June-18 June: 256 Brixton Road (SE11 4PW).
Concepted by AMV BBDO and created by leading Out of Home media owner Clear Channel for Currys PC World, the special installations are made from a stud metal frame, clad with diabond panels. The printed vinyl is then installed onto the outside of the box.
Pete Fennell, head of advertising for Dixons Carphone, comments: “As we’re encouraging fans to go big for the big games, we required an Out of Home execution, which captures the excitement ahead of summer in an equally big and impactful way. Our goal with the sites is to stop people in their tracks in a highly creative way. I think the special build sites do just that and help to really set us apart this summer.”
Louise Stubbings, creative director for Clear Channel, adds: “I love this World Cup special build from Curry’s PC World – such clever way to get people excited about buying a new TV without actually showing it! We’re really proud to have worked on this and brought it to life on our classic 48-sheets.”
The new displays form part of the Currys PC World multi-million-pound advertising campaign in support of its new ‘Get Your TV For Free’ giveaway, and its best ever range of TVs. The campaign launched earlier this month with a series of TV ads, before appearing in press, social media and now Out of Home.