Currys PC World recently released its spring technology campaign focused on ‘Tech for the life you dream of, and the one you live’, employing a series of viral films to support its broadcast and print advertisements.
Taking on the concept of Tech Meets Life into their social channels and through the line, Currys PC World has kept the same concept of duality, with a more focused emphasis on the application on social media channels. People tend to glam up their lives for social media and so the life we tell our social friends may not be exactly true. That is the duality explored in these films.
Creative agency Tailwind Media produced the series of three films designed to reach audiences across social media channels. The series adopts a humorous approach, and taps into the concept of how we use technology to embellish our daily lives then twisting it to reveal the reality.
Steven Mayatt, creative director at Tailwind Media, said: “The key for us was to find the right ideas to engage with our audience. These had to be relatable and amusing enough to stimulate, and of course, we’re not simply satisfied by viewing figures, we really wanted people to like, comment and share. We know that Currys PC World have a strong desire to influence their audiences through video online, and the key to success here is in understanding that audience. Strong collaboration between ourselves and the client has been hugely influential in the project’s success.”
Bridget Meiring, social media marketing manager at Dixons Carphone, said: “Social video is allowing us to generate superb quality, emotive dialogue between our brand and social media communities. Tailwind helped us to produce a series of humorous videos, as part of an integrated marketing campaign that perfectly demonstrates our understanding of how technology influences the lives of our customers. The results have showed our best ever engagement rate on a video series on Facebook.”
A follow-up series geared towards technology for the summer is now going into production.