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

Objectives

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

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands