Currys PC World puts customers at the heart of the brand in new advertising campaign

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Currys PC World is launching an advertising campaign, which places the customer at the heart of the brand.

According to the retailer, the campaign is designed to reflect a more customer-focused business and a destination for trusted advice and expertise, and the latest technology.

The idea behind the new creative, ‘We Start With You’, is centred on the customer – what technology they are looking for and what fits in with their lifestyle, said Currys PC World.

Pivoting around the conversations Currys PC World’s store colleagues have with customers every day, as well as the convenience of its multi-channel offer, the creative illustrates how store colleagues listen to their customers, simplify their choices from an array of technology and help them find the products they need.

The main ‘We Start With You’ film features a store containing thousands of products which are then eliminated in a choreographed routine, leaving the perfect product at the end. Further films feature a voiceover reflecting the expertise of Currys PC World colleagues – asking insightful questions to guide the customer to the right product.

Working with its creative agency AMV BBDO, Currys PC World has taken its new strategic direction across TV, print, social and digital platforms. The campaign launches during the Champions League break on 21 October 2014 with a 60-second TV spot. The full campaign kicks in the next day with 2 x 60 second edits (with 40 second cutdowns) running until 8 November, then 2 x 30 second Christmas-themed edits running throughout until 6 December.

A national Metro ‘wrap’ will launch on 24 October and will offer an engaging national platform for Currys PC World, owned by Dixons Carphone, to further assert its evolving customer commitment – a commitment across all areas of its business. The wrap runs simultaneously with a large digital OOH placement at One Piccadilly, and cinema activation.

A series of ‘idents’ inspired from aspects of the TV will run as part of a Sky Christmas sponsorship package from 9 November to 4 January, 2015.

Radio completes the emphatic ‘We Start With You’ promise from 10 November, demonstrating a deep understanding of the purchase pressure customers are under before Christmas and offering them a series of useful services (such as late opening hours) to help make the festive build-up as stress-free as possible.

Chief marketing officer at Currys PC World, Gary Booker, said: “The new ‘We Start With You’ creative reflects the uniquely personal way in which we talk to customers on a daily basis. As everyone’s lives seem to be getting busier and busier our goal is to help people find the right products more effectively through our friendly, knowledgable team’s highly tailored approach. By understanding what each and every customer specifically wants, our expert teamcan quickly and easily help find them the very best tech from our excellent ranges.”

AMV BBDO CEO, Ian Pearman, said: “We Start With You’ is bigger than just an advertising line. This is a way of thinking and working that runs throughout the heart of the business.”