Currys PC World: We start with you

Principal authors: Tom Claridge, David Edwards and Rob Sellars, AMV BBDO
Contributing authors: Paul Elliot, Gain Theory; Craig Mawdsley, AMV BBDO

Introduction

This paper will show how advertising helped to bring new life and customers to the last remaining specialist electronics retailer on Britain's high street. It's the story of how Currys PC World grew in the face of significant market decline.

At the start of 2014, despite an improving economy, analysts and industry insiders were predicting a bleak future for the consumer electronics market.

Fast-forward to the end of 2015 and the Currys PC World business had its biggest trading year, culminating in its biggest trading day ever, taking over £200m on Black Friday.