Dixons uses Star Wars characters to push megastores

Dixons is partnering with Lucas Films to launch a Star Wars-inspired advertising campaign that aims to convey the “excitement and magnitude” of its megastores in the face of heavy competition in the electricals retail market.

Television ads will see Star Wars characters R2-D2 and C-3PO exploring a dual-branded Currys and PC World megastore and playing with the products on offer.

It is the first time that Star Wars characters have been licensed to appear in ads for a UK retailer. The campaign is also the first for Dixons’ megastore format.

Dixons marketing director Niall O’Keeffe says the “engaging and humorous” robots demonstrate how “interactive, playful and technologically advanced” the stores are.

The campaign is part of Dixons’ five-year plan to transform the business, and the retailer hopes to communicate the “impressive change” its store estate has undergone.

O’Keeffe adds: “This is about building our retail brands, not price promotions. We’re a completely different organisation than we were four years ago. This is a symbol of the transformation of Dixons.”

The campaign follows the recent launch of Comet’s revamped brand identity and repositioning. Best Buy, a newcomer to the UK, is launching its online business this autumn and will have six stores in the UK by the end of the year.

Dixons activity will include television and outdoor activity, created by M&C Saatchi, and uses the strapline: “Discover the greatest electrical store in our galaxy”. The ads will run for three weeks leading up to the peak Christmas trading period.

The campaign will be supported by an extensive PR campaign and digital activity as well as an augmented reality Clic2c ad in The Guardian, which gives readers additional content via a smartphone.

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