Currys PC World taps Sky Media AdSmart tech for Euro 2020 campaign

Currys PC World has launched five TV adverts alongside a Sky Media partnership as the retailer looks to encourage football fans to get 4K ready ahead of Euro 2020, which will take place between 11th June and 11th July.

This will include former footballers Jimmy Bullard and Jermaine Jenas selecting a large screen TV ahead of the Euros with the help of a Currys PC World in-store colleague.

Whilst Comedian Ellie Taylor will be testing out LSTVs from LG, Sony and Samsung.

All five TV adverts feature Reiha, a tech expert from Currys PC World in Newcastle, focussing on the importance of sound, reflections on screen and picture quality.

The campaign kicks off today, with a Samsung version of the advert, and a slot during the Emirates FA Cup Final on 15th May.

Each version of the TV creative will be introduced and endorsed by Sky Sports and BT Sport before airing across their channels during Sky Media’s big summer of sport, including Premier League, UEFA Champions League and the Emirates FA Cup.

Using Sky Media’s AdSmart technology, the initiative will also target men aged between 18 and 54 who are keen tech adopters.

Broadcaster VoD and Sky AdVance will be used to extend and retarget the campaign’s TV reach across and beyond Sky’s digital portfolio, driving audiences to a dedicated hub for the Currys promotion.

Corin Mills, Head of Brand, Comms and Planning at Currys PC World, says: “This is new territory for us, and a big step change from our approach to media and TV creative.”

“The partnership with Sky brings a highly targeted, football rich multi-asset campaign that allows us to unify social, TV and our audiences in a fluid and exciting way.”

He adds: “Our ultimate test TV adverts are all about our amazing colleagues providing expert advice – with a little bit of added fun for viewers.”

“There’s so much more to buying a TV than just picking one of the shelves, which is why we didn’t just do one or two adverts, but rather a mini-series to help show how our experts can help customers pick the right TV for them and their lifestyle.”