• Integrated multichannel campaign launches ahead of new school and university terms to position Currys PC World as the home of computing for students and parents alike
  • Three-part TV ad series presents storylines following people's desires for a new laptop, tying in with the arrival of Microsoft's new Windows 10 operating system
  • Currys PC World launches integrated marketing campaign with creative agency, AMV BBDO and media agency, Blue 449

Saturday 1st August: Today, Currys PC World unveils a new series of engaging TV advertisements as part of its wider Back to School campaign, highlighting the vast range of laptops, tablets, software, and computing bundles and solutions available at the retailer ahead of the new academic year. The campaign centres humorously on various charm tactics students use to get a new laptop and ties in with the arrival of Microsoft's Windows 10.

Resonating with Currys PC World's core audience, the ads were developed to be full of humour whilst highlighting the message that the retailer is the home of computing. Using the overarching tagline of "somebody's after a laptop", each advertisement focuses on familiar family scenarios and the various lengths people will go to in order to hint to loved ones that they'd like a new laptop.

Debuting on the 1st August, the first instalment of the new ad campaign features a male protagonist who humourously 'sabotages' his own computer with help from his dog in order to upgrade and make the most of the recently released Windows 10 platform. The second and third instalments, broadcast on Sunday, focus around a young girl singing to her dad in order to charm him into buying her a new laptop and on a young boy comparing his father to a supermodel in his attempt to get some new computing kit.

In addition to the TV advertisements, there will also be a series of print ads running in national newspapers including The Times, Daily Express, Observer, The Sun and Metro.

Meanwhile, on Currys PC World's social channels, the campaign will be supported by a once-in-a-lifetime competition for students to win their fees for a year. Driven by the insight that 82% of students use social networks, in particular those that are visually-led, the competition will look to engage with students through Snapchat to understand their everyday struggles of university and will be promoted across the core social channels with engaging animations.

The retailer is also working on more personalised content experiences to help students find the perfect tech for them, in partnership with The Gadget Show.

Gary Booker, Currys PC World Chief Marketing Officer: "Our new campaign is a continuation of our 'We Start With You' commitment, ensuring customers know we understand their requirements at key times in their lives, such as helping their children prepare ahead of the new school and university terms. Our integrated and fully immersive campaign is driven by real insight that students are looking for guidance when it comes to finding the right tech for their changing needs. From laptops and tablets to software and special computing bundles, we have it all and at great prices. This campaign reminds customers that we're here to help with people's computing needs, both in-store and online."

- ENDS -

Campaign credits:

Project:

Back to School

Creative Agency:

AMV BBDO

Executive Creative Directors

Alex Grieve & Adrian Rossi

Art Director

Rich Littler

Copywriter:

Zac Ellis

Agency Planner:

David Edwards

Agency Account Man:

Chris Taggart, Kate Taylor Tett, Amy Tippen, Alicia Lowndes

Agency Producer:

Greg Kates

For more information, please contact the Currys PC World press office:

M&C Saatchi PR / dixonscarphone@mcsaatchi.com/ 0207 544 3600

About Currys PC World:

Currys PC World are part of Dixons Carphone plc, Europe's leading specialist electrical and telecommunications retailer and services company, employing over 40,000 people in 9 countries.

Focused on helping customers navigate the connected world, Dixons Carphone offers a comprehensive range of electrical and mobile products, connectivity and expert after-sales services from the Geek Squad and KNOWHOW.

Combining Dixons Retail's successful and sustainable multi-channel approach to electrical retailing, with Carphone Warehouse, one of Europe's largest independent telecommunications retailers, Dixons Carphone plc began trading as a merged entity on 7 August 2014.

For more information about Currys PC World, please visit
www.currys.co.uk or www.pcworld.co.uk or www.pcworld.co.uk
Follow us on: @curryspcworld

distributed by