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Currys PC World: Who Needs Experts?
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Currys, the UK’s largest electrical retailer, unveils a major new campaign today as it marks a new omnichannel chapter in its 137-year history, relaunching its UK stores and online services by merging its four brands Currys PC World, Dixons Carphone, Carphone Warehouse, Team Knowhow to become one superbrand, Currys. Created by AMV BBDO, the new integrated campaign celebrates Currys as the home of tech expertise, reminding customers of its key USP – real-life people with genuine tech knowhow. The new campaign brings to life the brand’s humanity utilising humour and real-life experiences to highlight the pitfalls of buying tech without expertise, via faceless of ‘robot retail’ platforms. According to research from Currys, unassisted selling, with its mix of fake reviews, overwhelming choice and hours wasted researching purchases, is letting tech buyers down. With further data from the retailer revealing 58% of people shopping for expensive and unfamiliar tech products would like to speak to a real-life human expert before they buy, whether that be instore or online. The campaign, which combines a mix of ATL and OOH drives this proposition home, showcasing how life really is better when you listen to experts. The TV creative brings to life Currys’ core belief that life is better with expertise, showing that there are many times when an expert is needed, and that buying tech is no different. Using a mixture of found and captured footage, the creative work shows examples of the jeopardy that can arise and how customers can find the advice they need at Currys. It showcases real colleagues you can find both in-store and on ShopLive; whether that’s James, Rameez, NJ or any one of their 13,500 other tech experts.
Client name: Dan Rubel, Brand & Marketing Director Related
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