DSGi-owned electricals chain Currys has unveiled a brand-building ad campaign designed to bolster its reputation for service.

Using the strapline “We can help”, the ads represent a shift “away from just price-led messaging towards a focus on customer services”, the retailer said.

Service provision has become a key battleground in electricals as US giant Best Buy prepares to launch in the UK next year.

DSGi UK marketing director Niall O’Keefe said: “This brand campaign represents a step change in our communications. Research tells us that the services we offer are exactly what the customer wants. However, the customer is not always aware of them.”

The campaign will include billboards, press and TV ads. The first TV ad will air tonight, during Coronation Street.