We open on a mother sitting in the car with her daughter, saying a difficult goodbye. Rain pours down on the windows as she remembers the ups and downs of years gone by with warmth, affection and a little sadness. When it’s time to go, mum turns to directly address the laptop she was speaking to all along: ‘Still trading you in though’.
Filosofía
This campaign aims to encourage students and parents to upgrade their laptops in preparation for the new term. In addition the campaign addresses the low inertia in the wider public to upgrade their laptop, by demonstrating just how easy it is to upgrade when you trade in your old laptop at Currys PC World. With parents and their kids typically finding it difficult to say goodbye to their old laptops, Currys PC World are trying to encourage them with a great trade-in offer. The campaign comprises of two TV ads and two others that will run on digital video.
Problema
Get students and parents to upgrade their laptop for the new term, with a great trade-in offer.