Dixons turns to the dark side to boost sales

Dixons, owner of Currys and PC World, is again turning to Star Wars characters to boost Christmas sales in a sector that is suffering from falling consumer confidence.

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A multimillion campaign will launch to highlight the customer service that customers can expect in its stores. Dixons launched a raft of customer service initiatives last year under the Knowhow brand in a bid to stand apart from rivals.

The spots, created by M&C Saatchi, feature Darth Vader leaving a Currys and PC World Megastore impressed by the level of service received.

The ads are the second set to use characters from Star Wars following a deal Dixons signed with rights owner LucasFilm last year. Previous spots featured C3PO and R2D2 browsing a megastore.

Dixons will be hoping the ads boost sales, which have suffered as the electricals market continues to struggle in the face of rising unemployment and prices.

The company recently reported like for like sales slipped 7% in the 12 weeks to 23 July.

Read an interview Marketing Week did with LucasFilm’s president of licensing Howard Roffman

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