Feature

The APG Creative Strategy Awards Shortlist 2009: PC World

CREDITS
Planned by: Bridget McCann
Agency: M&C Saatchi
Brand: PC World
Campaign: Whatever your world

PANEL'S VIEW

This was a big, brave idea in a difficult economic climate. It was integrated right through from communication to store design and staff training.

It is not only an example of how to develop a brand message in a sector dominated by price, but also how to link it to existing properties, reinterpreting the word "world" and using elements of the existing sonic logo. PC World is synonymous with PCs, but awareness of its offering in other digital categories was low and stores were seen as dull. Hardware margins were low while margins on accessories were higher. PC World needed to sell more of these. A simple business model, but how to make it appeal to the consumer? Research showed all consumers had something they were truly passionate about and that indulging these passions involves some sort of digital kit.

Where PC World had always talked products, the new strategy talked passions. The combination of communication, in-store changes and staff development shifted the brand from computer cash-and-carry to specialist advisor, something neither e-tailers or generalists are well placed to be.

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