Currys launches heavyweight TV campaign

The campaign, which spans television, print and billboard adverts, as well as TV sponsorship, is part of Currys long-term vision to shift away from price-led advertising.

The humorous TV spots focus on the services the retailer offers customers and seeks to improve the perception of shopping for electricals.

In the first TV ad, a man is installing a new TV in his home. He gets distracted by an exercise programme and the TV falls to the floor.

The situation is remedied with Currys’ Next Day Delivery service, and a new TV is ordered, delivered and installed the next day. The campaign was created by M&C Saatchi.

The campaign breaks on Friday (14 August) during Coronation Street on ITV.

Other services offered by Currys that will feature in the ads include Free Recycling, 3-Hour delivery time slots, installation and carry to car will feature.

Niall O’Keeffe, DSGi UK Marketing Director said, “This new brand campaign represents a step change in our communications. Research tells us that the services we offer are exactly what the customer wants. However the customer is not always aware of them.

“This campaign aims to communicate Currys’ unbeatable range of services underpinned by messaging about the great value prices and is part of a bigger strategy to be totally customer focused.”

Currys staff are being retrained, with more focus on providing better customer service to help shoppers choose the right products in-store.

The retailer is also renovating its stores with a new concept that includes more interaction, with the aim to make customers enjoy shopping at Currys.

“The new ‘We Can Help’ campaign is part of a two -pronged approach. As well as the brand advertising we will continue to run some product and price advertising to support key trading periods such as Back to School and in the run-up to Christmas,” adds O’Keefe.

In June, Currys announced it would take over the sponsorship of The Simpsons on Sky.