Currys marks new ‘superbrand’ with first ad campaign

The new Currys ‘superbrand’ has announced its arrival with the launch of its first ad campaign, which sees the tech retailer placing a firm focus on the importance of its staff expertise.

As part of the company’s rebrand, Currys PC World, Carphone Warehouse, Team Knowhow, and Dixons Carphone now all fall under the same unified Currys moniker.

Created by Abbott Mead Vickers BBDO, the new TV spot positions Currys as a one-stop hub for tech expertise, highlighting its in-store experts, as well as its 24-7 ShopLive video chat feature.

“Technology is such an intrinsic part of our lives now that how you buy it matters more than ever before,” commented Dan Rubel, brand and marketing director at Currys.

The new marketing campaign was built upon research carried out by Currys that revealed shoppers are generally put off by unassisted selling due to a concoction of fake reviews, depth of choice, as well as how much time it all takes.

According to the firm’s research, 58% of people shopping for expensive tech goods would prefer to speak to an expert before they make their purchase.

“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,” Rubel continued.

With its strong focus on tech expertise, the new TV spot and wider ad campaign suggests that the new-look business can eliminate those hurdles and offer customers the advice they need.

Alongside the TV campaign, Currys is also launching its first loyalty initiative, which includes member discounts, monthly prize giveaways, as well as partner benefits such as a three-month Apple TV trial.

“This new campaign announces the launch of our new brand, Currys, and at the same time, reminds customers one of the most important reasons we are special – our expert colleagues,” Rubel said.

“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, because life really is better when you listen to experts.”