The brand is inviting customers to complete an online entry form via its website. Individuals are able to pen a subtle hint outlining what they would like for Christmas, and select the location where they would like it to appear.
Using Liveposter technology, the company is able to stream the customised hints across more than 500 static, digital and ambient outdoor sites including digital six sheets, ad vans and hand painted murals.
The campaign will also extend into personalised radio adverts, paid social and CRM, and a lucky few will receive bespoke radio adverts featuring actor Jeff Goldblum.
The brand will also post hints for select participants across multiple locations, enabling loved ones to view them along an otherwise routine journey.
Currys PC World expects to create more than 2,000 bespoke hints during the six-week activity, which forms part of its broader £10m Christmas campaign, Spare the Act.
The integrated campaign also involves media agency Blue 449, creative agency AMV BBDO, PR agency M&C Saatchi, social media agency 1000heads, and out of home communications agency, Posterscope
Gary Booker, chief marketing officer at Dixons Carphone, said: "We’ve got Jeff Goldblum telling us how to act our way through those awkward Christmas moments, but now we really want to make sure everyone avoids this and gets exactly the present they want by helping them put their ideal gift hint right in front of their friend or loved one in a way that can’t be ignored."
Tom Kerr, business director at Posterscope, added: "It’s been great to work with Currys PC World on the world’s first contextually relevant, mass personalisation campaign.
"This is a fantastic example of how out-of-home advertising can create relevance by location. By understanding where consumers are most likely to be and when, and matching that data to tailored, personal messages, we have been able to create mass personalisation on a nationwide scale. It’s the first campaign of its kind, and sets an exciting precedent."
A number of brands have revealed their Christmas activity over the past week, including:
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