How Currys PC World found its voice at Christmas

This case study explains how the UK electronics retailer Currys PC World increased sales around Christmas by being honest about the stresses and difficulties of the period and positioning itself as the solution in a humorous TV ad and social media campaign.

Advertiser: Dixons Carphone Agency: AMVBBDO Country: United Kingdom


Currys PC World are the only specialist electronics retailer of scale left on Britain's high street.

That said, competition in consumer electronics is intense. It includes department stores like John Lewis, trusted and famed for service. Supermarkets who use their scale to undercut specialists on key lines in every category. Aggressive online compet

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