Following the launch of its Christmas TV advertising campaign earlier this month, Currys PC World has unveiled its social campaign for the festive season, starring comedian and former EastEnders actor Shaun Williamson.
The social campaign builds on the brand’s ‘Spare the Act’; concept, which revolves around the fact that sometimes, when it comes to the gifts we receive at Christmas, we need to act to keep up the festive spirit and hide our disappointment. The campaign aims to position Currys PC World as the solution to this festive problem showing that with the right electrical product, there’ll be no need for acting this Christmas.
The campaign extends the idea for a social audience, using shareable and humorous content to spread the word about the brand’s Christmas offering. Through five short serialised films, produced by 1000heads, Currys PC World welcomes the community into the world of acting, with ‘Spare the Act’ masterclasses delivered by Shaun Williamson.
Each of the five humorous films depicts Shaun teaching people how to use their imaginations, to help them to act in the face of underwhelming gifts this Christmas.
Tell us a fact about someone you’re buying for, and we’ll match them with the perfect tech! https://t.co/8iBoUYoUxL pic.twitter.com/jUwHoq5dUO
— Currys & PC World (@curryspcworld) December 10, 2015
A follow-up call-to-action, delivered via the videos and through Facebook and Twitter, further extends the campaign calling on the community to share user-generated content based on their own Christmas experiences– in order to win a range of products.
Bridget Meiring, Social Media Marketing Manager Currys PC World comments:
“We’ve had a great reaction to ‘Spare the Act’ so far as the awkward moments it depicts resonate all too well with so many of our festive gift experiences! We loved the idea of getting people even more personally involved in the concept through social and using Shaun, as the epitome of cult British soap acting, enabled us to insert plenty of irony into the campaign, by positioning him as the ‘acting coach’ and through the juxtaposition with the role of Jeff Goldblum in the TV campaign.
We hope our customers love it so much that their acting skills aren’t needed this Christmas as they’re matched with their perfect gift!”
In case you have to – here’s how to tap into your inner actor this Christmas… #SpareTheAct https://t.co/Nxk12cmbpG pic.twitter.com/fm8ygHpF93
— Currys & PC World (@curryspcworld) December 8, 2015