Currys PC World: Drop a Hint - Helping Britain get what they want for Christmas

Rob Sellars, Tom Claridge, David Edwards and Lizzie Andrews

Campaign details

Brand: Currys PC World
Brand owner: Dixons Carphone PLC
Lead agency 1: AMV BBDO
Lead agency 2: Blue 449
Country: United Kingdom
Channels used: Other & ambient media, outdoor, out-of-home, public relations, radio, social media, television, websites & microsites

Executive summary

The Drop a Hint campaign was the world's first1 contextually relevant, mass-personalisation campaign that used broadcast media.

At Christmas, consumer electronics are in competition with every other type of gift. As the category leader in the UK, we needed to make the case for electronics over all other gifts – and then make people more likely to shop with us for their electronics by demonstrating customer empathy and understanding.