Marketing for Currys has typically focused on price, as the electrical retailer engaged in a fierce price war with rival Comet. But the brand's new campaign, which launched on 15 August, indicates Currys has shifted its sell from price to customer service.
The ads promote Currys' ability to install a new TV the day after delivery, and open by showing a man putting up a new LCD TV on his wall. As he flicks through the channels, he comes across a fitness programme featuring women exercising on a beach.
The man tries to exercise alongside the show, but overexerts himself and dislodges the TV from the wall by landing awkwardly following a big jump. The female narrator concludes by advising that Currys is able to deliver and install a new TV the day after it is ordered.
Currys' decision to concentrate its marketing strategy on customer service, rather than price, initially appears to have paid dividends.
Prior to the launch of the new campaign, the brand's index, general impression and buzz scores were +9, +14 and +1 respectively. However, by 20 August, each of these indicator scores had improved, with Currys' index score up two points to +11, its general impression rating up three points to +17 and its buzz rating up four points to a peak of +5.
Furthermore, the longer-term positive trend for the brand suggests Currys may have turned a corner. On 25 June, DSGi announced losses of £140.4m. As a result of the announcement, Currys' buzz score dropped four points to a low of -1 and the buzz rating for the brand has subsequently remained stable at about +3.
However, the peak in the brand's buzz score of +5 following the campaign launch is Curry's highest since December 2008.
In fact, the brand's general impression scores have risen seven points since the beginning of July. This increase has in turn driven the improvements in the brand's overall index score, which is now equal to that of its rival Comet.
DSGi will hope this increase continues and, as Christmas approaches, that its strong position will be enough to give its rivals a run for their money over the festive period.