Currys launches first campaign after merging its four brands
New campaign puts the company’s human expertise in tech against unassisted selling platforms.
)
Currys, the UK’s largest electrical retailer, unveils a major new campaign 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.
Credits
View on- Agency AMV BBDO/London
- Production Company HunkyDory Films
- Director Jack Clough
-
-
Unlock full credits and more with a shots membership
Credits
View on- Agency AMV BBDO/London
- Production Company HunkyDory Films
- Director Jack Clough
- Sound Designer Parv Thind
- Sound Wave Studios/London
- Chief Creative Officer Alex Grieve
- Executive Creative Director Nadja Lossgott
- Executive Creative Director Nicholas Hulley
- Creative Prabs Wignarajah
- Creative Jamie Starbuck
- Creative Laurens Grainger
- Creative Alicia Cliffe
- Agency Producer/Creative Production Partner James Robley
- Producer Nick Papworth
- DP Arran Green
- Editor Al Sinclair
- Edtior Electric Theatre Collective
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency AMV BBDO/London
- Production Company HunkyDory Films
- Director Jack Clough
- Sound Designer Parv Thind
- Sound Wave Studios/London
- Chief Creative Officer Alex Grieve
- Executive Creative Director Nadja Lossgott
- Executive Creative Director Nicholas Hulley
- Creative Prabs Wignarajah
- Creative Jamie Starbuck
- Creative Laurens Grainger
- Creative Alicia Cliffe
- Agency Producer/Creative Production Partner James Robley
- Producer Nick Papworth
- DP Arran Green
- Editor Al Sinclair
- Edtior Electric Theatre Collective
Dan Rubel, Brand and Marketing Director at Currys, says: “Technology is such an intrinsic part of our lives now that how you buy it matters more than ever before. Our research shows that prior to handing over their hard-earned cash, people want advice about the tech they buy from a real-life human expert, particularly when it comes to those expensive and more complex pieces of kit. This new campaign announces launches our new brand, Currys, and at the same time, reminds customers one of the most important reasons we are special, our expert colleagues. Our real life human experts are able to help tech buyers work out the right tech for them, whether that’s instore or online via our pioneering 24/7 ShopLive video shopping platform. This is unique to Currys and our omnichannel model, and something that the algorithms used by faceless robot retailers simply can’t replicate, beause life really is better when you listen to experts.”
Alex Grieve, CCO at AMV BBDO, says “As the film proves it’s time to bring back the experts, because we do NOT got this! If you want something done right, talk to someone who actually knows their stuff. Someone who’s spent thousands of hours understanding how and why technology works, not 10 minutes. Talk to an expert. Talk to Currys.”
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.
Films of 20, 30 and 60 seconds will run on TV, VOD, and social media and feature new voice over artist, Hayden McLean. The films, created by Prabs Wignarajah and Jamie Starbuck, were directed by Jack Clough, at Hunky Dory, known for the series and film People Just Do Nothing.
