Creative in association withGear Seven
An Elegant Electronic Ballet in AMV BBDO's Campaign for Currys PC World
Advertising Agency
London, UK
Partizan's Chris Cairns brings appliances to life for new campaign

Today, Currys PC World unveils its major new advertising campaign.  The extensive cross-channel campaign places the customer at the heart of the brand and reflects a business more customer-focussed than ever, in a new move to show Currys PC World as the number one destination for trusted advice and expertise, and the very latest technology.

The idea behind the powerful new creative, ‘We Start With You’, is centred firmly on the customer - what technology they are looking for and what fits in with their lifestyle. Pivoting around the real conversations Currys PC World’s store colleagues have with customers every day, as well as the total convenience of its multi-channel set-up, the creative strikingly yet simply illustrates how store colleagues listen to their customers, simplify their choices from a huge array of the latest, greatest technology and, ultimately, help them find the products they need.

The main ‘We Start With You’ film features a stylised store containing thousands of products which are then eliminated in an exciting, elegantly choreographed routine, leaving the perfect product at the end. Further films feature a voiceover reflecting the expertise of Currys PC World colleagues - asking insightful questions to guide the customer to the right product.

Working with their creative agency AMV BBDO, Currys PC World has taken its new strategic direction across TV, print, social and digital platforms.  The campaign launches during the Champions League break on 21 October with a 60” TV spot. The full campaign kicks in the next day with 2 x 60” edits (with 40” cutdowns) running until 8 November, then 2 x 30” Christmas-themed edits running throughout until 6 December.

A national Metro ‘wrap’ will launch on 24 October and will offer an engaging national platform for Currys PC World, owned by Dixons Carphone, to further assert its evolving customer commitment – a commitment across all areas of its business.  The wrap runs simultaneously with a large digital OOH placement at One Piccadilly, and cinema activation.

A series of ‘idents’ inspired from aspects of the TV will run as part of a Sky Christmas sponsorship package from 9 November to 4 January, 2015.

Radio completes the emphatic ‘We Start With You’ promise from 10 November, demonstrating a deep understanding of the purchase pressure customers are under before Christmas and offering them a series of useful services (such as late opening hours) to help make the festive build-up as stress-free as possible.

Chief Marketing Officer at Currys PC World, Gary Booker, says: “The new ‘We Start With You’ creative reflects the uniquely personal way in which we talk to customers on a daily basis. As everyone’s lives seem to be getting busier and busier our goal is to help people find the right products more effectively through our friendly, knowledgable team’s highly tailored approach. By understanding what each and every customer specifically wants, our expert teams can quickly and easily help find them the very best tech from our excellent ranges.”

AMV BBDO CEO, Ian Pearman, adds: “We Start With You’ is bigger than just an advertising line.  This is a way of thinking and working that runs throughout the heart of the business.”

Agency / Creative