Currys
Chalk paint graffiti for Currys
With phone theft rising rapidly in London — a phone being stolen every 7.5 minutes citywide and every 15 minutes in Westminster alone — Currys approached us to create an attention-grabbing on-street activation to launch their “Mind the Grab” campaign. The aim was to raise awareness, encourage safer behaviour among pedestrians, and support victims, with a high-impact presence right outside their Oxford Street store.
How we made a difference
Our Currys Solution
StreetPR brought the campaign to life through a large-scale guerrilla marketing activation using over 30 eco-friendly chalk paint advertisements sprayed directly onto the pavements of Oxford Street. This striking street-level messaging tied in seamlessly with other campaign elements, including a bold purple safety line painted along the street and prominent in-store signage.
To maximise visibility, the artwork was positioned in high-footfall, high-risk areas, ensuring the message reached those most at risk. We also captured compelling on-the-ground content to showcase the activation across social media channels, amplifying the reach far beyond Oxford Street. The activation further supported Currys’ collaboration with the Crime Stoppers Trust, the Metropolitan Police, and Westminster Council, visually reinforcing a critical public safety message exactly where it was needed most.
Outcome
The Currys Results
The campaign drew significant attention both on the street and in the media, sparking conversations about phone theft awareness and pedestrian safety. Coverage included The Spectator, The Independent, The Telegraph, The Economic Times, and MSN — helping spread the message to a much wider audience.
Social media engagement was strong, prompting public discussion and encouraging people to adopt safer habits when using their phones in public. The campaign not only helped change behaviour in a high-risk area but also enhanced Currys’ reputation as a socially responsible brand committed to community safety.
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