Customer focus for PC World ad overhaul
PC World is launching a major heavyweight brand advertising campaign that will seek to put customer needs at the centre of its communication strategy.
Launching this evening with TV spots during the Champions League Final, the ads will carry a new tagline: 'Whatever your world, your PC World.' The message will also be used in ads in cinemas, on radio, on outdoor sites and in the press.
The campaign moves away from a focus on prices and deals, instead looking at how technology fits into peoples' lives. Created by M&C Saatchi, the campaign kicks off with a 60 second commercial that will follow the story of a man whose life has been influenced by film.
Another, shorter, ad will focus on family life as a grandmother uses modern technology to keep in touch with family living abroad. The campaign will feature appearances by actor Christian Slater and musician Jimmy Hendrix.
“These ads show how technology helps people to indulge their passions. They take real life scenarios of customers and show how PC World has helped them enjoy their passions,” says PC World marketing director Niall O'Keeffe. “Putting customers first has led us, over the last 18 months, to invest in redesigning our stores, making them more interactive to shop as well as extending our ranges. We have also retrained our 7,000 store colleagues. The new advertisements put the customers' needs at the heart of the campaign.”
A series of 30 second price-led TV ads will continue to run alongside the brand-focussed campaign, which will be used for 'high days and holidays'. The push represents the biggest single marketing investment ever made in the PC World brand.
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