Dixons – the last place you want to go?
21st September
Recently we commented on the current trend of budget advertising which, more often than not, dilutes the value of the brand by using generic price flash tactics – step up Tesco, Asda and the like.
The new campaign by Dixons on the other hand has memorable copy, a distinctive brand feel, and turns rival brands’ visual equities against them. By openly acknowledging Dixons as “the last place you want to go” in the ad’s tagline, the sign-off cleverly chimes with consumers’ perceptions – it’s obviously a double edged sword to so wryly acknowledge one’s own weaknesses, but such honesty is a strong trend at the moment.
It’s a refreshing change from cluttered value ads with big price stickers, even if the promise that Dixons is the cheapest might be more perception than unassailable reality.
Above: Back when it was all about price, not emotion.
6 Comments
Jovan Buac
September 21, 2009 11:53 am
This campaign really caught my eye over the weekend on the tube. At first I was confused and thought “Are Dixons really pitching themselves against the likes of Selfridges?!”
Then when I considered what they were saying again, I thought it was very clever and well executed. Nice one Dixons!
David Dodd
September 21, 2009 3:42 pm
Great post about a sparky campaign – they’ve tapped into what I think is a relatively new purchase journey we all go through when shopping for certain things, thanks to the ol’ Internet, and Amazon mainly: find something I like>have a play with it/research it>find the cheapest and easiest place to buy.
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Krina Patel
September 21, 2009 7:22 pm
I also thought it was simple and effective. Very clever and original, sometimes brutal honesty is the best policy!
Callum
September 22, 2009 12:10 pm
I too love this campaign – great creativity! However Dixons may have landed itself in hot water – apparently Harrods is threatening legal action against the retailer; a story that is on the front page of tomorrow’s Marketing magazine.
Daniel-bradley.com
September 23, 2009 9:43 am
Clever because, as David says, this is the new reality and Dixons have suddenly jumped forward from their box-shifting days and now have a tone of voice and wry humour. Will there really be legal action from Britains (cheekily framed) ‘best loved’ or ‘most happening’ department stores?..doubt it.
dave
December 23, 2009 7:21 pm
“the last place you want to go?”
i can see what they are meaning to say, and thats the opposite of it surely?
someones being a bit too clever there, that’ll go over most folks heads
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