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Currys and PC World launch World Cup themed advertising campaign

Dixons Retail, the owner of Currys and PC World, has launched a new series of TV adverts to promote its range of HD and Ultra HD Smart TVs in the run-up to the World Cup. The three-part series is Dixon’s first campaign with its new creative agency AMV BBDO.

GENERAL MERCHANDISE

Currys and PC World launch World Cup themed advertising campaign

Dixons Retail, the owner of Currys and PC World, has launched a new series of TV adverts to promote its range of HD and Ultra HD Smart TVs in the run-up to the World Cup. The three-part series is Dixon’s first campaign with its new creative agency AMV BBDO.

The campaign has launched with three 30” TV spots and a Talksport radio partnership that incorporates three 30” spots. In addition, the TV ads feature on a bespoke ‘hub’ on the Currys & PC World website which includes an online buyers guide film featuring Sky Sports’ Fantasy Football presenter John ‘Fenners’ Fendley.

Katie Bickerstaffe, Dixons Retail UK & Ireland chief executive 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.”

AMV BBDO chief executive Ian Pearman added: “This is our first work for Currys & PC World and we're really proud that it reflects the step change that has been happening with their brand and within their business.”

Currys & PC World are also running a ‘Cash For Goals’ promotion until 11 June where customers purchasing a large screen television costing £699 or over will be rewarded with £10 for every goal England scores during the tournament or £5 for every Brazil goal.

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