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Case study · White label, August - November 2024

AI PC demonstrators, Oxford Street and Currys

Explaining AI laptops took 500+ shifts, with eight weekends in 13 Currys stores followed by 32 days straight on Oxford Street.

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Client
A global tech brand
Where
Future Stores, 95 Oxford Street, and 13 Currys stores
When
August - November 2024
Shifts
500+

Services delivered

  • Launch team
  • Product specialists
  • Event managers
  • Assisted selling
  • Training

01The brief

In 2024 most shoppers needed AI laptops explained before they would buy. A global tech brand put demonstrators into Currys stores, then took over 95 Oxford Street for a month. This was white-label work, so the brand isn’t named.

02What we did

We kept trained demonstrators and a manager on site every day.

We ran two campaigns, in Currys stores and on Oxford Street.

  1. August · Before launch

    Training

    Every demonstrator completed the brand’s product training and Currys’ own training before their first shift.

  2. 17 August - 6 October · Weekends

    13 Currys stores

    Demonstrators worked Saturdays and Sundays in Currys stores from Kensington to Liverpool, covering 200+ shifts.

  3. 30 October - 30 November · W1

    Future Stores residency

    An event manager and eight demonstrators a day ran the gaming, AI and productivity zones, covering 300+ shifts.

  4. November · Oxford Street

    Events on the floor

    DJs, a gaming tournament and an esports team kept the room busy while demos carried on throughout.

  • 500+shifts
  • 14locations
  • 32days on Oxford Street
  • 8weekends in Currys

03The result

Across the two campaigns our teams covered more than 500 shifts: every weekend from 17 August to 6 October in 13 Currys stores, then every day from 30 October to 30 November on Oxford Street.

Shoppers watching in-store demonstrators at an AI laptop launch on Oxford Street

We spent 32 days straight on Oxford Street.

Customers in the demo lounge at a tech launch on Oxford Street, London
Oxford StreetFuture Stores
In-store demonstrators with customers at laptop demo desks on Oxford Street
Demo desksHands-on with the laptops
A busy evening at a tech product launch event on Oxford Street, London
Black FridayCrowds in store

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On this job: in-store demonstrators, Play Retail Academy and brand ambassador agency.

Let’s talk.

If you’re planning something similar, we’d love to hear about it.

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