Dixons follows controversial ads with festive campaign

Dixons.co.uk has launched a festive follow up to its controversial advertising campaign that took at swipe at high street rivals.


The Dickensian themed outdoor and radio campaign, created by M&C Saatchi, continues the “Dixons.co.uk – the last place you want to go” strapline.

Dixons says the campaign will feature the same “witty, tongue in cheek” descriptions of consumers shopping habits and the trend for researching products in store, and then buying online at cheaper prices.

A 60-second radio advert voiced by comedian and star of comedy television show Peep Show, David Mitchell breaks on London radio stations on 7 December

Dixons says the ad campaign has been planned to coincide with “Cyber Monday” the day, which traditionally sees a surge of online shopping traffic as shoppers buy goods ahead of Christmas, in a bid to drive shoppers online.

The radio ad will also feature on Dixons website and will be placed on social networking sites.

Niall O’Keeffe, DSGi UK marketing director, says: “Dixons.co.uk is a challenger brand and the campaign reflects this. The original campaign was a huge success – it really resonated with the public, raised awareness of the Dixons brand and generated significant PR. We believe this latest execution in the campaign coupled with new radio ad seeded on line, will deliver significant cut-through ahead of Christmas.”

In September, Dixons launched a campaign which appeared to target rivals Selfridges, Harrods and John Lewis, although it did not mention any retailers by name.

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