Creative in association withGear Seven

Currys PC World Tech Experts are at Your Fingertips with Live Video Shopping Services

Advertising Agency
London, UK
AMV BBDO launched the campaign for ShopLive providing customers with expert advice to help them get the products they need safely

Currys PC World has unveiled its latest ad campaign, showcasing ShopLive – a personal shopping service connecting customers with its in-store colleagues via video link.

Developed by Dixons Carphone’s advertising agency, AMV BBDO, the campaign launched with a 30-second TV advert during Bluebloods on Sky Atlantic on Tuesday 16th June, and runs across TV, video on demand (VOD) and Online Video services.

The latest advert, from the UK’s largest electrical retailer, leads with a customer clearly struggling with her current tech set-up, asking an unidentified ‘Alex,’ for laptop recommendations that will allow her to watch her favourite box sets, films and TV series, without ever having to leave her bed.

It transpires that the customer is using the new ShopLive service from Currys PC World, as the audience is introduced to the in-store tech expert, who has a conversation with the shopper via live video, before aptly recommending the HP Pavilion as the perfect laptop for the customer’s needs.

The advert is also airing on digital audio stations across the country through platforms DAX, Spotify and Octave. A Million Ads has been incorporated to allow listeners on DAX and Spotify to engage with personalised adverts to strengthen the relevance between the listener and the ShopLive campaign. The radio campaign will run for three weeks, ending on Saturday 4th July, and is available on Octave through stations such as talkSport, KISS, Absolute Radio and Magic Radio, and on DAX through stations such as Capital FM, Heart and LBC.

Dan Rubel, customer communications and brand director, Dixons Carphone: “For many years, Currys PC World’s expert colleagues in our hundreds of stores have helped consumers work out the right tech for them. With ShopLive, that same personal one-to-one experience is now happening every day on our website too, allowing customers to have a face to face video call and personalised consultation, all from the comfort of their homes. 

To spread the word about that, we’ve created an ad campaign that pivots off a real human insight - that people prefer to get their tech advice from real life people. The internet has its place, and our website and others too are packed with useful information when it comes to buying a specific piece of technology. But there’s still nothing quite like talking face-to-face with a real life expert who knows their stuff.”

Customers browsing online at will be invited to chat to store colleagues around the country from their homes via a popup ShopLive video link on selected webpages.

The service is currently providing advice on laptops, TVs, washing machines and refrigeration products and means everyone, including the most vulnerable, can benefit from store colleagues’ expertise remotely, without the customer having to leave their home.

For customers for whom it is more convenient to shop and pick-up products from a physical store, a range of Currys PC World stores have been adapted for safe shopping as part of a phased re-opening.