02 Jul 2012
Dixons Retail Unveils Latest Ad Campaign for Currys & PC World
Dixons Retail, the UK's leading electrical retailer, has today announced plans for a seven-figure brand campaign to support Currys & PC World.
The latest ad campaign demonstrates Currys & PC World's unrivalled expertise in helping customers navigate the often confusing world of technology. The ad follows on from the retailer's hugely successful Star Wars campaign, and focuses on an animated fictional store colleague. Driven by the insight that while the opportunity for technology to enhance your life is greater than ever, with technology moving at such a rapid pace people are becoming increasingly more confused and lost, the store colleague helps one such customer navigate their way through an overwhelming choice of televisions to find the one suitable for him. The ad ends with a reference to Dixons Retail's after-sales service brand KNOWHOW, explaining that at Currys & PC World, customers can also get expert help in set-up and installation if required.
The 40" advert, created by M&C Saatchi, breaks on Wednesday 4th July during Coronation Street on ITV, and will run for three weeks, with a 30" version being screened during weeks two and three.The TV campaign will be supported with broader screen activity via VOD and digital display which will encourage deeper interaction with Currys & PC World. Print ads are also scheduled to appear within weekend supplements. Further activity is planned for later in the year, exploring computer solutions for customers. The brand campaign will also be supported by promotional advertising, highlighting the great value for money customers have come to expect from Currys & PC World.
Andrea Silver, Marketing Director UK at Dixons Retail, comments, "We are aware from our customer insight work that consumers are increasingly finding the vast range of technology available confusing. At Currys & PC World our store colleagues are continually trained to stay on top of all of the latest advancements in technology. Whether it's a TV, camera, computer or fridge a customer is after, our colleagues are focussed on finding the right solution for the customer.
Our customer advocacy scores have rocketed over the past 12 months by 32 percentage points, and our latest exit surveys show that 95% of customers leave our stores satisfied. We are, of course, striving for a 100% satisfaction rate, but it is testament to the hard work of our colleagues that we are now achieving such consistently high scores."
For further information, please contact the Dixons Retail Press Office:
Jonny Stanton / 020 7543 4528 / jonny.stanton@mcsaatchi.com
Simon Branney / 020 7544 3783 / simon.branney@mcsaatchi.com
Notes to Editors:
About Currys and PC World:
Currys and PC World are part of Dixons Retail plc. With over 1,200 stores and online services spanning 28 countries, Dixons is widely acknowledged as one of Europe's leading specialist electrical retailing groups. Dixons employs over 38,000 people and provides top quality training to ensure their personnel can provide amazing customer service on products ranging from televisions to ovens, and computers to washing machines.Dixons Retail recently reported UK profits up 15% for the year.
About the Ad Team:
- Creative Agency: M&C Saatchi
- Media agency: Walker Media
- Copywriter: Orlando Warner
- Art director: Orlando Warner
- Directors: Smith & Foulkes
- TV Producer: Ronae Rayson
- Voiceover: David Suchet