Done in 97 Seconds - working with Dixons Carphone

High-profile incidents have made consumers more aware of the potential dangers of electrical fires and, remaining sensitive to people affected by tragic events, this increased awareness of risk has given us an opportunity to change consumer behaviour and improve product registration rates, making it easier for manufacturers to reach their customers should there be a problem with a particular appliance.

We worked with well-known electrical retailer Dixons Carphone on a consumer campaign that raised awareness of the importance of registering electrical products, and which also stressed the relatively small amount of time that it takes to register.

Research carried out by Electrical Safety First showed that a major barrier to product registration is the belief that it will take too much time, it’s too much hassle or people have more important things to do.

Our campaign played on a timeframe of 97 seconds. It showed some of the things people do with 97 seconds of their time without realising – like breaking a New Year’s resolution!

We also set some challenges, to be completed within 97 seconds – from deflating an airbed to applying a full face of make-up.

The campaign message highlighted that a much more important thing to do with 97 seconds is to register appliances.

We promoted the videos on social media between July and September 2019, achieving over 4 million views during the campaign, with 13,000 engagements (comments, likes, shares).

The video content was also hosted on a dedicated microsite, which also contains direct links for people to register products purchased from Currys PC World, Dixons Carphone’s retail brand.

Recent consumer research (February 2021) has seen a steady increase in the number of people who say they always or often register their electrical appliances, now at 50% which is 5% higher than reported in the 2020 survey.

Work with Us

If you would like to find out more about working with Electrical Safety First, contact Penny Walshe at