Retail

Currys

Currys was founded in Leicester 1884 by Henry Curry,  the business grew and floated on the stock exchange in 1927 but it wasn't until the 1960s that Currys started to concentrate on electrical goods. In 1984 Currys was taken over by DSG International plc (owners of the Dixons electrical products retail chain) but maintained its separate brand identity until 2006, when all Dixons stores were rebranded as Currys.digital, making a total of 550 Currys stores in all. Major Currys stores are located in Leicester, Wednesbury, Stockton-on-Tees, Gateshead and Croydon. The largest store in terms of size is Wednesbury. Currys is the leading electrical retailer in the United Kingdom, ahead of their main competitor Comet.

Advertising Campaign

 Currys were opening a new megastore in Wednesbury                                                                                                                                           (North Birmingham - Junction 9 of the M6). The store was the largest electrical store in the UK and DSG were looking to create a high impact campaign targeting portential customers in their immediate catchment area including north Birmingham and towns along the M6 motorway.

• DSG placed a double page spread in the Birmingham Mail on the day before the launch of the new store.
• The advertising was highly visual and included details of some of the fantastic product discounts that would be available in-store on launch day.

Result

The campaign created a huge response with thousands of shoppers visiting the store on opening day. The number of people that descended upon the store created massive traffic problems in the local area and the police being drafted in for crowd control. The launch of the new Currys store became a news story and was reported across the local media, you can read the full story at birminghammail.net.