-author-avatar_thumbnail.jpg){kind=avatar}
Used to shopping online? The latest spot from leading U.K. tech retailer Currys is showing you the benefits of shopping "IRL" in a hilarious way.
Made together with creative agency AMV BBDO, the 30-second advert emphasizes why in-store shopping still makes for a unique and necessary buying experience, as it allows customers to "see it, feel it, try it" before they make a purchase.
Through the spot, Currys is also staking its title as the biggest tech retailer in the U.K., boasting unmatched tech support and personalized services.
Currys is known for its hilarious marketing efforts, and this time is no exception.
View this post on Instagram
"IRL" comes as part of the brand's ongoing "Beyond Techspectations" campaign, showing consumers how Currys can be the solution to a lot of their tech woes through comedy.
"'Beyond Techspectations' allows us to place humour at the heart of a relatable human truth, in this case the activity of shopping in physical stores.
While so many of us are familiar now with making purchases online, maybe we have forgotten what the in-store experience can be like," Currys Head of Brand and Advertising Aisling Lancaster shared in a statement.
Lancaster added the brand is proud to offer a full omnichannel experience when tech shopping, with a large network of stores across the U.K. where people can come and try the tech themselves before making a big purchase.
View this post on Instagram
AMV BBDO creative directors Jeremy Tribe and Dave Westland reinforced this sentiment, saying that while Currys has a fantastic online setup, "their commitment to stores and personal expertise is their biggest competitive advantage."
They also expounded on the goal behind the campaign, which is to have die-hard online shoppers converted to "IRL" shoppers.
Through the use of comedy and relatability, Currys is able to establish an emotional connection with its customers — which makes for a sound brand marketing strategy that bolsters loyalty while attracting new consumers.
Why 'IRL' Is the Way to Go
The 30-second commercial kickstarts with a Currys employee introducing the "diehard online shoppers," as the retailer invites them to see their products up close and personal.
Back in the store, the shoppers then inspect various items, as if seeing them in real life for the first time:
- One woman tries to use a two-in-one hair styler and dryer but ends up pointing it at her mouth, confused over how to use it.
- Another customer unknowingly swipes heaters off the shelf rack, with staff catching them before they fall to the ground.
- Others are seen shouting inside a washing machine, with one asking if they can opt for next-day delivery, even if they can just "take it out" after paying for it.
"They miss all the scrolling and zooming and clicking. But once they experience seeing, feeling, and trying the tech, it makes such a difference," the employee narrates.
The spot ends with the "diehard online shoppers" happily making their way out of the store with their own purchases.
Previously, Currys and AMV BBDO also dropped a series of spots depicting "laptop rage" as part of its "Beyond Techspectations" campaign.
Editing by Katherine 'Makkie' Maclang
-author-avatar_mobile.jpg){kind=avatar}
