Currys

Currys to sell solar panels

 

We announced Curry’s decision to begin selling solar panels on the high street. The story promoted a renewed interest in the technology and  gathered widespread media attention.

 

The sale of this product highlighted Currys green credentials and placed the brand as a supporter of environmentally friendly technology.

 

 

The end of the analogue TV

 

The Task

 

We handled the announcement of DSGi's market leadership position in phasing out analogue televisions from its stores, stressing the imminence of digital switchover and the benefits of digital TV.

 

Our Approach

 

We looked at current data from Currys on the proportion of its range that was analogue and we discovered that it was substantially below the industry average.

 

This meant that the announcement, as well being socially responsible, provided DSGi with a potential competitive edge.

 

We combined the announcement with a history of the analogue television, providing journalists with a toolkit from which they could write retrospective pieces.

 

The announcement followed in the footsteps of a series of similar end-of-era pronouncements from Currys and its sister brands (the VCR, 35mm camera, floppy disk, analogue radio and big-backed television), all of which were devised and handled by members of the Twelve Thirty Eight team.

 

The Outcome

 

The announcement was covered extensively by national print, broadcast and online media and the coverage featured numerous references to the exciting new television technologies being introduced in place of older models.