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 competitors like Amazon, and agile entrants like Appliances Online (AO).

AT CHRISTMAS 2015, WE HAD AN ONGOING NEED TO DRIVE BRAND PREFERENCE

Through econometric modelling we'd established a link between brand preference (top 2 box consideration) and business results.1 Tracking told us we needed consumers to know we understood them and could help advise them on making the right tech choices2 if we were to shift preference, and drive leads and achieve commercial impact. Every campaign we produced needed to impact this measure.