PC World – conquering a new world

M&C Saatchi

SUMMARY

As a die hard retailer in an economic downturn, the temptation for PC World was to focus on their traditional product and price approach to communications, bigging up deals and driving unit sales.

However in this precarious time for retailers they decided to look at things very differently and embrace a brave new world.

They focused on their brand offer, not their latest PC offer.

Instrumental in that, was a translation of their clear, logical business plan into an inspiring, ownable and business building communications property.

The solution lay in a property and a word they had owned since day one – 'world'.

This is the story of how we have begun to reinterpret that word and imbue it with valuable new meaning.