Magazine article Marketing

Dixons Ad Takes Festive Swipe at the High Street

Magazine article Marketing

Dixons Ad Takes Festive Swipe at the High Street

Article excerpt

Dixons.co.uk is following up a controversial ad campaign in which it mocked its high-street rivals with a push urging consumers to buy Christmas goods online, having researched them in department stores.

Dixons said that there is a trend of consumers using bricks-and-mortar stores to research products, before making their purchases online.

The ad, created by M&C Saatchi, details a man's shopping trip, where he seeks advice from a shop assistant about his planned purchase of a plasma television.

The copy reads: 'The 53 minutes fly by for Cedric, who singles out 50 inches of pixelated wonderment and, pressing the young man's hand warmly in pitiful gratitude, goes to dixons.co.uk and buys it.'

The outdoor ads will be supported by a 60-second radio spot featuring the voice of comedian David Mitchell, co-star of Channel 4's Peep Show. The ad will also be hosted on the retailer's website.

In September, Dixons, which is part of DSGi, launched its first ad campaign since becoming a pure-play online retailer in 2006. The activity used the strapline 'dixons.co.uk - the last place you want to go'. …

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