High street tech retailer Currys is highlighting how its in-store and virtual experts go above and beyond for consumers in a back-to-school campaign created to support the launch of its new brand platform.
Created by agency AMV BBDO, ‘Beyond Techspectations’ demonstrates how Currys employees go out of their way to deliver expertise, service and the best possible prices for customers.
The lighthearted campaign features a team of experts doing everything they can to provide the perfect laptops for students starting the new term.
Scenes include the tech retailer’s employees appearing in the most unlikely places – such as within a security luggage tray at the airport, a vat of baked beans and even bursting out of a cow costume in a field.
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“Currys’ expertise is what elevates them above their competitors. They truly go above and beyond to match the right tech to their customers’ needs,” said AMV BBDO’s creative directors David Westland and Jeremy Tribe.
“To get this message to really cut through, we have leaned into a humorous approach that, like Currys’ experts, also goes beyond expectations,” they added.
In addition to the TV adverts, the tech brand has worked with TikTok influencers to create bespoke content for the platform, which will see Currys colleagues hijack seemingly normal creator content to offer their tech expertise.
Currys head of brand and advertising Aisling Lancaster commented: “Whether it’s in our stores, or helping with set up in people’s homes, going above and beyond to help customers with their tech is at the heart of what we do.
“With ‘Beyond Techspectations’ we’re taking this a step further showing our colleagues going to extreme lengths and popping up in the most unexpected, often hilarious situations to offer tech advice,” Lancaster added.
The campaign follows the tech retailer’s recent successes after it raised its profit outlook for 2022-23 following better-than-expected trading in the UK in the final two months of last year.
