PC World has launched a brand-building ad campaign jettisoning its traditional focus on price and deals in favour of a message on meeting customer needs as technology transforms lifestyles.

The drive is the DSGi-owned retailer’s “largest ever single marketing investment” and includes a cinema ad for the first time. A new strapline - ‘Whatever your world, PC World’ – has also been introduced.

Agency M&C Saatchi devised two ads – one 60-second and the other 40-second - with a focus on how technology meets modern lifestyle needs by focusing on family life and individuals’ interests.

The longer ad will air this evening during the Champions league final, when an estimated 10m viewers are expected to tune in. Other slots booked include the final of Britain’s Got Talent on Saturday. The cinema ad will be screened at more than 2,500 cinemas from June.

PC World marketing director Niall O’Keefe said: “The new ads put the customers’ needs at the heart of the campaign. They illustrate how we can help customer to enjoy their passions whether it be family, movies, gaming or photography.

“Our core skill is about getting the right balance between having the technical know-how and being able to listen to our customers and understand their specific needs so we can best advise them on the right solution.”