.currys. - ‘Currys Student Roadshow ‘23’

.The Challenge.

Starcom were planning a campaign for Currys as Students and Parents flock to purchase new technology and smart-tech ahead of the ‘Back to Term’ period.

With the campaign platform ‘Back to Term’, Starcom approached Headcase and MediaCentral with the collaborative brief to Create and Activate an Experiential big idea to reach their audiences evolving creativity whilst driving the brand message encouraging sales and loyalty.

.The Response.

College can be a rollercoaster. The ups and downs. We know the drill….

Headcase in Partnership with MediaCentral, conceived an integrated campaign infiltrating Freshers Week on-campus and on-air across Ireland.

With the objective to communicate key brand messaging whether you’re The Future Boss, All Rounder, Coder or Creator - We connected Currys to the Irish Student population as the brand that understands & supports you. And when it comes to your tech wants, Currys has everything you need.

The “Jump In & Win” Ball Pit Challenge was created, and lived at the heart of a Nationwide Roadshow. Which required two players to compete against the clock to find €1,000 worth of tech-nificiant prizes hidden within.

To play, Students signed-up to Currys Perks, a new loyalty programme to gain access to exclusive discounts and offers on the hottest tech & more. Enhancing the long-term customer experience, beyond the campaign.

Headcase planned and activated the Nationwide Roadshow across the top complimentary Universities to maximise exposure and supported collaborations with MediaCentral to amplify impact across radio airwaves and on-site with Broadcasting DJ’s.

.What We Achieved.

The Roadshow was a resounding success, strategically increasing Currys presence amongst the Student Population. The innovative, bespoke game inventions not only engineered an attractive atmosphere but fueled word-of-mouth vitality and multi-layered value for students, effectively communicating the campaign objectives.

This debut activity sparked change in buyer perception within the Student Population and increased brand awareness of Currys exponentially.

The co-ordination of all of the parties involved by Headcase, Starcom & MediaCentral was instrumental to the success of the campaign.