Ignite Your Passion

The Challenge

Our goal was to stimulate growth of Currys PC World’s core range of laptops, specifically the HP Pavilion and software bundles.

We needed to offer flexibility in messaging as there are two distinct demographics (45+ and 16-34s), and also demonstrate that Currys PC World’s can facilitate passions and ambitions ‘we help you get it right’.

The Insight

There are more similarities between a 25 year old and a 45 year old than you first might think.

The millennial audience want it all and are not afraid to put themselves out there, they know what they want to be and by when. The mid-life crisis is real with many adults changing jobs, learning new skills or passions at this key time.

Both demographics want to live life to the full so this campaign idea would need to inspire them to do so.

The idea

A content-led idea that uses talent from each Bauer brand to ’Ignite Your Passion’ on a new adventure – focusing on individual passions and ambitions of the talent and the audience that will place the HP Pavillion 14 and software bundles at the heart.

Execution

Results

48% of the audience took some kind of action

16% of the exposed audience purchased something in store or online