Landing a fully integrated launch for the new Currys ‘superbrand’
Working with our friends at Currys, we helped deliver all the creative, design and content for the in-store launch, supporting social, TV production and the creative production for the OOH campaign – developing a fresh look and feel in our role as brand guardians for the in-store experience.
The result of two years’ work, this project was split into two phases – Phase 1, the development and rollout of a refreshed look and feel, and Phase 2, the official launch of a singular Currys brand, bringing together Currys PC World, Carphone Warehouse, Team Knowhow and Dixons Carphone.
Working with the team at Currys, our retail experts supported the creation of the refreshed look and feel in-store, including enhanced brand principles and a customer journey strategy to be used across the store estate, with a supporting digital content strategy that tied into the complete customer experience.
310 stores nationwide are now proudly displaying their new identity, with our talented team creating, managing and landing the rollout which included thousands of items of in-store POS, always-on TV production and digital marketing – and the creative production of the OOH campaign now live across the country.
Our collaborative martech, CanopyCloud, proved its game-changing credentials once again as everyone involved benefitted from automated workflows, advanced project management, easy allocation of resources and a seamless approval process.
Back in May we were thrilled to be in Edinburgh as Currys’ key partners for the big announcement, and in the five months since there’s been a huge amount of hard work from all the teams involved, culminating in us being on-hand for the official launch on October 5th 2021 at stores across the country.
This super-exciting launch is proving to be a great success and incredibly popular across the entire team, with Currys’ Senior Retail Marketing Manager, Nicki Brett, saying, “A big thanks to Team ITG, who as always went above and beyond to support this project and were integral in delivering such impressive results.”
A fantastic job across the board, with clients, agencies and store teams all working together to land the new brand beautifully across every channel and every touchpoint. It’s a project we are incredibly proud to have been involved with.
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