UK’s largest tech retailer, Currys, emphasizes the value of in-store shopping with a touch of humor in its latest series campaign, ‘Beyond Techspectations’.
Aisling Lancaster, Head of Brand and Advertising at Currys, said Beyond Techspectations allows them to place humor at the heart of a relatable human truth – shopping in physical stores. “While so many of us are familiar now with making purchases online, maybe we have forgotten what the in-store experience can be like. At Currys we’re proud to offer the full omnichannel experience when shopping for tech,” she said.
“Our large network of stores across the UK means that customers can come and try out the tech for themselves before making a financial investment. And they can take it home with them there and then, rather than having to wait for delivery.”
Jeremy Tribe and Dave Westland, AMV BBDO Creative Directors, lauded Currys’ fantastic online set-up. “Their commitment to stores and personal expertise is their biggest competitive advantage. So the idea of die-hard online shoppers opening their eyes to the wonders of real-life stores seemed like a great business insight and funny.”
Rebecca Dorfman, Managing Partner at Spark Foundry, said they wanted everyone to know the benefits of shopping in-store at Currys. “To do this, we built a dual-level media strategy, focused on mimicking the window-shopping experience at scale,” she explained. “Launching with a nationwide TV campaign, we are doubling down with contextual placements in digital retail spaces and on expert review sites encouraging people to visit Currys in-store to ‘See It, Feel It, Try It’ IRL.”
The latest 30-second spotlights a group of die-hard online shoppers who are introduced to the shopping experience of a real store. They get blown away by real-life experiences like in the case of a customer trying out a hairdryer. The ad is empowered with satire and fun with a documentary look and handheld camera work.
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