Published on August 3rd, 2016 | by The GC Team0
Currys PC World launches ‘Get Started’ laptop campaign
Currys PC World has unveiled a new cross-channel campaign to highlight its new lifestyle-based segmentation of laptops, which is intended to make the shopping experience easier and less technical.
‘Get Started’ will be amplified through multiple platforms and channels combining digital, PR, social and above-the-line content to appeal to consumers on all levels.
The new ATL creative showcases a choreographed display of the retailer’s HP laptop range, with the story-line focusing around the idea that laptops provide a springboard for people to fulfil their dreams and embark on new ventures, so they can achieve what they really want to do.
The spot features laptops ‘dancing’ in creative formations linked to photography, DJ-ing and becoming an online florist.
The creative also highlights Currys PC World’s trade-in policy and its in-store customer service offering to help transfer data from an old laptop to a new one and getting the product up and running.
The new ATL campaign will feature on TV, print and digital platforms, launching 4th August with a 30-second TV spot running until 31st August.
The digital activity, also live throughout August, will feature first-hand experiences from key social influencers in fashion, fitness, travel and photography and how they got started in their field.
Nearly 60 pieces of content will be produced and amplified across the influencers’ own channels and the Currys PC World platforms, which will be supported by an integrated PR, social and content campaign led by M&C Saatchi PR and 1000 Heads.
The campaign forms part of Currys PC World’s ‘Computing Leadership Forum’ strategy to showcase innovation and new technology, with an underlying message of value and relevance.
Rob Stacey, Head of Marketing for Computing at Dixons Carphone, said: “As market leaders we want to play our part in inspiring people to upgrade to a new laptop and make choosing a laptop a little less daunting. Our new user-friendly segmentation and amazing services can really help with that.”