Advertiser: Dixons CarphoneAgency: AMVBBDOCountry: United Kingdom
Objectives
Currys PC World are the only specialist electronics retailer of scale left on Britain's high street.
That said, competition in consumer electronics is intense. It includes department stores like John Lewis, trusted and famed for service. Supermarkets who use their scale to undercut specialists on key lines in every category. Aggressive online competitors like Amazon, and agile entrants like Appliances Online (AO).
AT CHRISTMAS 2015, WE HAD AN ONGOING NEED TO DRIVE BRAND PREFERENCE
Through econometric modelling we'd established a link between brand preference (top 2 box consideration)...