Currys launches new brand platform “For the Tech You Love” in partnership with Core to strengthen emotional connection with customers
Currys has launched a new brand platform “For the Tech You Love” in partnership with Core, Ireland’s leading communications agency, to evolve how customers see and engage with the brand. The campaign is designed to reposition Currys as more than a retailer by tapping into the everyday relationship people have with the technology in their lives.
The new creative direction reflects Currys’ ambition to reposition itself in the hearts and minds of customers – not just as a tech retailer, but as a brand that understands how personal those choices can be. From the excitement of unboxing a new device to finding a fridge that makes a statement, For the Tech You Love brings these moments to life in a way that’s both personal and entertaining – without taking itself too seriously.
Grounded in the insight that people form genuine attachments to their tech, the campaign takes a light, humorous approach to celebrating those connections. The result is a playful, feel-good platform that engages audiences – while still landing a meaningful message.
Jamie Cantwell, Head of Brand and Marketing at Currys Ireland, added:
“At Currys, we’re obsessed with helping our customers find the right tech for them, whether that journey starts online or in-store. We set out to create a new campaign that allows us to focus more on how people really feel about their tech purchases. Working with Core, we developed a tone and concept that brings this idea to life – one that reflects how people actually shop, based on fit, feeling and confidence.”
Kate O’Callaghan, Business Director at Core Creative, said:
“At its heart, this platform is a celebration of the everyday love affairs we have with our tech. Our goal was to tap into that emotional connection in a way that feels playful, relatable, and a little unexpected. From strategy to the final creative, we leaned into humour and heart to reframe Currys not just as the best place to buy tech, but as the brand that understands how personal tech choices really are.”
Emma Daly, Business Director at Starcom, part of Core, commented:
“In a cluttered category, our media approach needed to go beyond rational selling points. We’ve built a campaign that’s as visible as it is meaningful – with a media plan that balances broad reach with relevance. From brand moments to conversion-focused channels, we’re making sure For the Tech You Love connects at every touchpoint.”
View the TVC here:
https://vimeo.com/1085744887/142a87bcdf
Credits
Client: Currys Ireland
Jaimie Cantwell, Marketing & Multichannel Director
Hannah Armstrong, Brand Manager
Hannah Durkan, Assistant Brand Manager
Anne Mulcahy, Brand Consultant
Heather Clarke, GTM Specialist
Eleanor Tallon, Content Manager
Stephanie Whelan, CRM Manager
Vitalijus Grigas, Studio Manager
Agency: Core
Caitriona Ni Laoire, MD, Creative
Aoife Murphy, Group Strategy Director
Geoff McGrath, Client Partner
Fiona Gilroy/Kate O’Callaghan, Business Director
Hannah Finnegan, Senior Client Manager
Robert Potts, Executive Creative Director
Darragh Julian, Creative Director
Mark Tuthill, Creative Director
Andrew Counihan, Head of Production
Jess Hopkins, Producer
Emma Daly, Business Director
Darach Lacy, Senior Performance Director
Rebecca Lawless, Client Director
Chaitanya Kulkarni, Client Manager
Lisa Dunne, Paid Search Director
Alyssa Flood , Paid Search Associate
Akshai Menon, Senior Paid Social Manager
Sophie McCarthy, Paid Social Associate
Ailbhe Farrell, Client Manager
Production Company: Ponder
DADDY (Mike & Enda), Directors
Paul Holmes, Executive Producer
Treasa O’Friel, Production Co-Ordinator
Narayan Van Maelen, DOP
Susie Cullen, Production Design
Colm Corrigan, Stylist
Jonathan Quinlan, 1st AD
Stephen McCarthy, Gaffer
Mick Swan, Locations
Kevin Whelan, Editor
Sinead Bagnall @ Screenscene, Post Producer
Allen Sillery @ Screenscene, VFX/Online Post
Donal O’Kane @ Screenscene, Colourist
Locky Butler, Sound Design
Julian Goodkind @ Pure Sync, Music Supervisor
About Core
Core is Ireland’s largest Marketing Communications company. The company employs a team of 400 people and consists of nine practices – Creative, Data, Investment, Learning, Media (comprising Spark Foundry, Starcom, and Zenith), Research, Sponsorship, Performance and Strategy.
