Tech advice comes from unlikely places in Currys’ back-to-school campaign
‘Beyond Techspectations’ highlights how the retailer’s tech experts go above and beyond to educate customers.
To recharge its brand identity, Currys has rolled out a back-to-school campaign that depicts its team members helping kids secure the perfect laptops for the start of term.
AMV BBDO created the work with media strategy developed by Spark Foundry.
The suite of three TV ads is designed to surprise and humor Currys’ customers by showing that colleagues always provide the perfect tech advice when needed, even if that means appearing in the most unlikely places.
Aisling Lancaster, head of brand and advertising at Currys, explains: “Whether it’s in our stores, or helping with set up in people’s homes, going above and beyond to help customers with their tech is at the heart of what we do at Currys. With ‘Beyond Techspectations’ we’re taking this a step further showing our colleagues going to extreme lengths and popping up in the most unexpected, often hilarious situations to offer tech advice”.
To complement the TV ads, Currys is also working with TikTok influencers to create bespoke content for the platform. By popping up unexpectedly, a Currys colleague will hijack seemingly normal creator content to offer their tech expertise. This is just the start of ‘Beyond Techspectations,’ with more campaigns planned to air over the coming months.