CRACKING
THE STUDENT
AUDIENCE
FIRST TIME.
First time targeting Irish students. First time showing up during Freshers. First campaign that actually connected. First of many.
THE CHALLENGE
Currys had never spoken to Irish students. No presence on campus, no relationship, no reason for anyone to care.
And Freshers’ Week is the single noisiest week of a student’s year. Every brand in the country turns up at once with a tote bag. Most are forgotten by the Friday.
So the job wasn’t a campaign. It was being the one worth remembering in the week everyone shouts.
THE APPROACH
Students don’t need another brand talking at them. They need their laptop to work.
So we took Currys onto campuses with something actually useful. Help with your devices, straight answers about what you need for the course, and enough going on to be worth stopping at. Useful first, brand second.
We ran it with Starcom, and MediaCentral carried it on radio and social so each college heard about its own day rather than a national campaign.
THE WORK
Nationwide Campus Roadshow
The roadshow brought Currys directly to students during the most important week of their academic year. Fun activations mixed with genuinely useful services. Tech support for students struggling with devices. Educational content about must-have tech for university life. Interactive challenges that created engagement and social content.
Each campus activation was designed to build positive associations with the brand. Currys wasn't selling. They were helping, entertaining, and connecting. The approach worked because it respected students' intelligence and provided real value.
Integrated Content & Media
The campus activations were amplified through social media content and radio partnerships with MediaCentral. Localized messaging ensured each college felt like Currys was showing up specifically for them, not just running a generic national campaign.
Social content captured the energy of the roadshow, showcased student engagement, and reinforced key messages about Currys' student-focused positioning. Radio extended reach beyond those physically present at the activations.
THE RESULTS
We won’t pretend there is a headline number here. There isn’t one we can publish.
What there is: a retailer that had never been on an Irish campus came away with a way of talking to students that worked, and wanted to keep using it. The client’s own verdict was that they were delighted with how it went.
For a first attempt at an audience that is famously hard to win, being asked back is the result.
It was so great working with you all and bringing this to life! We're so delighted with how it went.
Client, Currys
How to work with us
Tell us what you’re trying to change
Thirty minutes with us, in our place or on a call. We work out what the problem really is, and whether an Audit is the right next step.
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