Currys and PC World tap into emotion of football in new campaign

Currys and PC World are hoping to tap into the excitement surrounding the upcoming football World Cup with a brand campaign aimed at positioning the retailer as the go-to destination for people wanting to buy new TVs in the run-up to the competition.

Video: Currys and PC World’s new campaign shows men trying to convince their partners to buy a new TV


brightcove.createExperiences();

The TV spots, created by AMV BBDO, launch tonight (1 May) and show men trying to convince their partners to buy a new TV while pretending its not because of the upcoming football. While the ads are aimed at promoting Currys & PC World’s range of smart TVs, unlike previous ads from the retailers they don’t feature the products themselves, instead focusing on the story of the couples.

Katie Bickerstaffe, UK and Ireland chief executive at Currys and PC World owner Dixons Retail, says: “The new creative marks a step change for our business in the way we talk about our brand and products to our customers. This summer will see an unprecedented amount of football action which we know many of our customers are deeply passionate about.

“With these ads we want to tap into that emotion, letting our customers know we are the destination for televisions and a host of other tech upgrades ahead of this summer’s big football tournament.”

Currys and PC World is launching an online hub hosting an on online buyers guide that runs viewers through the right questions to ask when looking for a new TV. Its usual Cash for Goals promotion will also run, offering registered customers £10 for every goal England score in the World Cup and £5 for every Brazil goal that can be used when purchasing a large screen TV.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here