The sponsorship begins this weekend, to coincide with the start of the 20th series of The Simpsons. Televised activity will comprise 15-second pre- and post-rolls, five-second break bumpers and Currys branding on programme trailers. Online sponsorship will incorporate display ads and brand integration on Sky1's The Simpsons site. Currys replaces Domino's as the sponsor of the show, after a 10-year tenure.
The sponsorship deal marks the start of a fresh strategy for Currys. Developed by M&C Saatchi, the activity, which introduces the strapline ‘We can help', will focus on the retailer's service propositions by taking a comical look at everyday problems associated with electricals and offering practical solutions.
‘The Simpsons sponsorship allows us to communicate with our key customer segments. and gives us a platform to bring to life our broad range of services in a humorous way,' said Anna Burleigh, marketing director at Currys.
The main tranche of activity for the new brand positioning, which will roll out later on in the summer, marks a move away from the retailer's price-led approach.
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