THE RETAIL BULLETIN - The home of retail news
HOME
RETAIL NEWS
RETAIL EVENTS
Fashion
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Electricals
Health & Beauty
General Merchandise
Entertainment
Sports & Leisure
Retail Solutions
Food & Drink
RETAIL INSIGHTS
RETAIL SOLUTIONS
ABOUT US
CONTACT US
SUBSCRIBE FOR FREE

HOME  |  BRANDS
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.

BRANDS

Customer focus for PC World ad overhaul

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 i

n 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.

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News

RETAIL EVENTS

Retail Human Resources Summit
Retail Human Resources Summit
Wednesday 3 October 2018
The Cavendish Conference Centre, London W1
The 10th HR Summit 2018, The Cavendish Conference Centre, London W1, 3rd October 2018
The Retail Design Summit 2018
The Retail Design Summit 2018
14 November 2018
The Cavendish Conference Centre
The Retail Design Summit 2018
Omnichannel Futures Conference 2019
Omnichannel Futures Conference 2019
6 February 2019
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy
Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Summit
National Minimum Wage Breakfast Briefing
National Minimum Wage Breakfast Briefing
20 September 2018
6th Floor 1, St. Martin's Le Grand London, EC1A 4AS
National Minimum Wage Breakfast Briefing