With Black Friday impacting consumer mind-set and purchase habits, huge opportunities for retailers have been created. Currys PC World's aims were twofold; the communications objective was to dominate key broadcast and digital channels, the business objective was to drive short-term sales. The immediacy of newsbrands helped to achieve these goals.

The communications plan spread across a week, 'warming up' the market ahead of the main Black Friday event, with newsbrands playing an instrumental role in this multi-media campaign. The campaign had three stages: announce, dominate and sustain.

During the 'announce' stage newsbrands supported TV in sewing the seed to the relevant audiences. For the 'dominate' stage newsbrands were the focal point, with takeovers of three of the highest circulating newsbrands and a home-page takeover on Sun.co.uk. For the final 'sustain' stage, there was consistent activity across all channels, with print activity providing the greatest share of voice among competitors.

Results

• The activity drove lead SOV across TV and press, establishing a 30% share across Black Friday week. This was higher than all of CPCW's key competitor brands including Argos, Amazon, John Lewis, AO and Very
• The print activity was better recalled than CPCW standard ads by 47 percentage points. The activity was the second most recalled across the entire market, according to Lumen research
• Millward Brown brand tracking showed that, versus the 2014 campaign, the Black Friday week activity was more credible and persuasive. The formats used were also recorded as being more impactful