The TV, press and in-store ads, created by M&C Saatchi, will show the latest "Always cutting prices" deals at the Dixons Group-owned electrical chain. The new discounts will include plasma TVs from 拢1,999, LCD TVs from 拢1,499 and DVD home cinema systems from 拢69.99.
It plans to build on the success of the ads featuring the former BBC One 'Changing Rooms' star, who rose to fame following last year's 'I'm a Celebrity... Get Me Out of Here' on ITV1. Currys claims the campaign is its most effective to date, recording a 12% increase in customer traffic and 46% consumer ad awareness since it broke in August 2003.
However, the ad featuring Barker was ranked the third-most annoying of last year in Marketing's most irritating ads of the year. Currys polled 38% of the vote, beaten only by Specsavers and 118 888, which scooped the accolade with 60% of the vote.
Currys spent 拢28.5m on advertising last year, according to Nielsen Media Research.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)