The 12 Days of Techmas is a crucial campaign within the Currys calendar, rewarding the brand’s customers by giving them access to exciting and exclusive giveaways. Running in the 12 days prior to Christmas, it’s a major omnichannel event that is eagerly anticipated by loyal Currys customers each year.
The challenge
ITG was tasked with strategy, creative development and content creation for The 12 Days of Techmas 2024. The primary aim of the campaign was to reward Currys most loyal and engaged customers, while also encouraging new sign-ups to Currys Perks, increasing the brand’s comms base. Key challenges included:
- – Crafting a social-first strategy for this omnichannel campaign
- – Creating a range of Halo content including everything from video and animated GIFs to leaflets, vinyls, and an oversized advent calendar for in-store activation, for a seamless customer experience
- – Improving participation compared to 2023
The solution
ITG managed campaign delivery across strategy, concepts, creative, video, and activity planning. High-quality, engaging content for The 12 Days of Techmas 2024 was created by our studio team, as well as via content automation through our Storyteq technology, with presence across social media, email, website, and in-store channels. The campaign centered around the Techmas Advent Calendar, with Currys customers solving riddles for a chance to win platinum, gold, silver and bronze prizes.
Results and impact:
- – 259,808 total entries (+48% compared to 2023)
- – 26,141 new Currys Perks members (+30% compared to 2023)
Conclusion
Through careful strategic planning, expert creative development and efficient, effective content creation, ITG enabled Currys to deliver an enormously successful 12 Days of Techmas campaign, which saw a record-breaking number of sign-ups to the Currys Perks program.
“We trust ITG to create outstanding content at pace and scale – content that delivers real impact with our customers. For The 12 Days of Techmas, the team went above and beyond, and the efforts of all involved are reflected in the record-breaking results.”
Chloë Lovell, CRM Loyalty Manager at Currys
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