EDUCATION SECTOR SPOTLIGHT: Currys/PC World has launched a new 'multichannel' advertising campaign around the back to school period.
A three-part TV ad series centres around the various charm tactics students use to get a new laptop, tying in with the arrival of Microsoft’s new Windows 10 operating system.
The ads were developed to be full of humour whilst highlighting the message that the retailer is the home of computing. Using the overarching tagline of 'somebody’s after a laptop', each ad focuses on familiar family scenarios and the various lengths people will go to in order to hint to loved ones that they’d like a new laptop.
The campaign debuted this month. In addition to the TV ads, there will also be a series of print ads running in national newspapers including The Times, Daily Express, Observer, The Sun and Metro.
Meanwhile, on Currys/PC World’s social channels, the campaign will be supported by a competition for students to win their tuition fees for a year.
Driven by the insight that 82 per cent of students use social networks, in particular those that are visually-led, the competition will look to engage with students through Snapchat to understand their everyday struggles of university.
The retailer is also working on helping students find the perfect tech for them, in partnership with The Gadget Show.
Gary Booker, Currys/PC World CMO said: “Our new campaign is a continuation of our ‘We Start With You’ commitment, ensuring customers know we understand their requirements at key times in their lives, such as helping their children prepare ahead of the new school and university terms.
"Our integrated and fully immersive campaign is driven by real insight that students are looking for guidance when it comes to finding the right tech for their changing needs. From laptops and tablets to software and special computing bundles, we have it all and at great prices. This campaign reminds customers that we’re here to help with people’s computing needs, both in-store and online."
You can check out three of the ads below: