How Currys flipped the script - literally - to engage Gen-Z

Our objective was to overachieve on brand metrics (engagement and awareness) and create long-term brand and sales growth.

In summer 2024, Gen-Z had the internet in a chokehold. From Charli XCX’s ‘BRAT Summer’ to comment sections dripping in “rizz,” “delulu,” and “slay,” youth culture was moving fast - and brands were struggling to keep up without looking cringe. Currys saw a way in.

As the UK’s go-to tech retailer, Currys found a way to speak directly to the next-gen consumer. But instead of chasing trends, it started one. Dropping on 28th August, the campaign was perfectly timed: Gen-Z lingo was dominating TikTok and meme culture, turning comment sections into identity spaces and inside jokes into viral currency.

Currys’ strategy was rooted in a cultural truth: Gen-Z craves authenticity and can instantly spot when brands try too hard. Instead of pretending to be cool, Currys leaned into what it is: a trusted tech retailer with a dry sense of humour. The insight? Gen-Z respects self-awareness and irony more than perfection.

The idea was simple but breakthrough: Let Gen-Z write the script. Gen-Z culture was everywhere, but no brand had yet cracked how to co-create with them in a way that felt genuinely native. Currys changed that. By handing creative control to the audience, the brand didn’t follow a trend, it started one.

The script, peppered with lines like “ate and left no crumbs” and “very demure,” was delivered with deadpan brilliance by George, a Currys colleague. It was technically a one-off, but felt like a movement - fuelled by unexpected virality, huge engagement, and a ripple effect across social.

It blurred the line between employee-generated content, creator culture, and brand storytelling. It earned attention not through polish, but by letting Gen-Z’s humour shine through. It proved that giving up control - when done right - can build cultural relevance, drive conversation, and make one lo-fi video feel like a much bigger moment.

The tone was deliberately lo-fi and platform-native, designed to feel right at home in the TikTok scroll.

Creativity played a central role in solving the brand challenge: how to connect with a younger audience without losing credibility. It also unexpectedly bridged generations, with Millennials loving the self-aware take on Gen-Z speak. This wasn’t just content, it was a cultural moment engineered to build community and make Currys feel relevant, relatable, and real.

Launched on TikTok, Instagram, and X, where Gen-Z and Millennials naturally engage, it was built for participation. Memeable lines sparked replays, shares, and comments, while other brands jumped on the format, amplifying its reach. It achieved viral success by blending cultural fluency, platform strategy, and an open invitation to join the conversation.

The 'Letting Gen-Z Write Our Marketing Script' campaign overdelivered across all key brand metrics.

Awareness & Engagement:

• The trend generated 73M views across TikTok, Instagram, and X, with 12M organic views on the hero video. Currys’ social following doubled within a year.

Earned Media & Brand Health:

• Press coverage reached 300M+ monthly impressions, with features in Forbes, The Times, WIRED, The Mirror, Mashable and more. The campaign sparked a wave of brand imitators, including Specsavers, FiveGuys, Odeon, Lidl Ireland, Thorpe Park, National Portrait Gallery, Boots, Dunelm, Iceland, Co-op and more, validating its cultural impact and enhancing Currys’ relevance. Visitor attractions, charities, and universities including Fyfield Manner, Royal Armouries, Northumberland Zoo, Queens College, Children’s Museum and the RNLI also got involved.

Consumer Perception:

• The campaign shifted perceptions, making Currys feel more relatable, especially to Gen-Z who were a key strategic target.

Commercial Impact:

• Currys reported a +6% YoY revenue increase in UK&I, driven by market share gains. Most notably, the campaign coincided with an 11.5% share price surge as investor confidence rose. (source: https://www.sharesmagazine.co.uk/news/shares/currys-shares-surge-as-profits-rise-and-core-business-returns-to-growth)

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