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.

Recommended

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now