Bringing the home of electricals, home

Euronics is the largest electrical buying group in Europe. In the UK, it’s made up of a network of independent, local high street retailers who genuinely care about their customers - because reputation matters when your name’s on the door. Known as ‘Euronics Agents’, their purpose is simple; to give the communities they’re based in the helping hand they need - before, during and after making a purchase.

But, in a competitive market, having an inconsistent high street presence meant awareness of who Euronics is and what they stand for was low. We needed to help them lead with purpose.  

One positive outcome of the global pandemic is a renewed sense of community spirit. According to a recent YouGov Consumer Monitor, 64% of people want to support their local businesses. What’s more, the cost-of-living crisis is driving consumers to buy less, but make better, more informed purchases. 

Euronics understand the value of local expertise and customer care. After all, their Agents are embedded in the same communities their customers live in – and many have been trading for generations. In November 2023, Euronics was named a Which? Recommended Provider for Household Appliances, impressing UK consumers with knowledgeable staff, an eye for detail and competitive pricing. 

In 2022, we worked closely with Euronics to define their new brand strategy. Centred around a new proposition of ‘Closer to home', we created a brand charter that clearly explains the value of purchasing from Euronics, alongside a new tone of voice that captures the essence of who they are. To help Euronics stake their claim in the market, we needed to launch their new positioning in a TV advert and radio campaign. 

In partnership with Cardiff based production company, Wordley Creative, we created and produced a 30 second TV advert that brought to life Euronics’ new brand positioning. Our advert, ‘Ode to Good Neighbours’ depicts a morning walk to work for a Euronics Agent. En route, our Agent interacts with a number of different neighbours and we get to see a fly on the wall snapshot of their everyday lives. Each interaction is a chance to showcase a core product that all Euronics retailers sell. Our ode, narrated by Nick Knowles, interlinks the qualities you’d expect from a good neighbour with the benefits of choosing to shop with Euronics. Clearly landing Euronics as the home of electricals that’s ‘closer than you know’.  Alongside the 30 second TV advert, we also created seven 10 second TV adverts and seven radio adverts – all produced by our friends at Wordley Creative.   

To support our always-on TV and radio campaign, we created a campaign landing page to help people find their local store, a toolkit, and supporting assets for retailers to use instore and across social channels. The campaign will run for 12 months in the UK across TV, VOD and local radio stations. 

Announced as IER Awards 2023 Best Marketing and Advertising Campaign, our award-winning TV campaign successfully achieved more than 300 million impressions and our radio adverts reached an audience of over 160 million listeners by February 2024.  

Against a backdrop of decline, Euronics has continued to grow over the last 12 months and brand familiarity and affinity has grown by 6%.  

Impact like this takes true collaboration, and we couldn’t have achieved such brilliant results without the dedication of our friends at Euronics and Wordley Creative.