Currys and PC World aim to score with World Cup campaign

The three-part TV ad, which launches today (May 1), features football fans attempting to persuade their wives and girlfriends to invest in a new TV in time for this summer’s big sporting event under the pretence that it’s actually for the benefit of their partners.

Currys and PC World are among the first retailers to attempt to cash in on the excitement that is generated by the biggest sporting event of the year. Retailers are expected to unleash a series of promotions and merchandise geared towards the World Cup.  

The Dixons-owned retailers will also host an online buyers guide film featuring Sky Sports’ Fantasy Football presenter John Fendley, as well as on YouTube. The campaign highlights their range of HD and Smart TVs.

Dixons Retail UK and Ireland chief executive Katie Bickerstaffe said: “The new creative marks a step change for our business in the way we talk about our brand and products to our customers.

“This summer will see an unprecedented amount of football action which we know many of our customers are deeply passionate about. With these ads we want to tap into that emotion, letting our customers know we are the destination for televisions and a host of other tech upgrades ahead of this summer’s big football tournament.”

Ahead of the upcoming tournament, Currys and PC World will roll out its Cash For Goals promotion from May 1 to June 11, which will give registered customers £10 towards a large screen TV for every goal England scores during the tournament or £5 for every Brazil goal.

The campaign, developed by creative agency AMV BBDO, runs until June 7.

The 2014 FIFA World Cup in Brazil kicks off on June 12 and ends on July 13.