Dixons swaps Star Wars for service in ad

Currys and PC World owner Dixons is parking its Star Wars themed ads in favour of a focus on its service and advice in its latest campaign.

knowhow

The electricals retailer is pushing its “unrivalled expertise” to help customers understand the “often confusing” electricals market and find the right products.

The TV ad, created by M&C Saatchi, features an animated fictional employee, who helps a customer find the right TV and get the right after-sales and installation service through Dixons’ Knowhow service brand.

Andrea Silver, Dixons marketing director, says: “We are aware from our customer insight work that consumers are increasingly finding the vast range of technology available confusing. At Currys & PC World our store colleagues are continually trained to stay on top of all of the latest advancements in technology. Whether it’s a TV, camera, computer or fridge a customer is after, our colleagues are focused on finding the right solution for the customer.

The ad breaks on ITV on Wednesday (4 June). Dixons is also advertising via VOD services, and in print and will also run a number of promotional ads to highlight the prices and offers at both PC World and Currys alongside the advice on technology and devices.

The campaign is the first in an ongoing ad strategy that will continue throughout the year to highlight the advice available in store.

Since the introduction of Knowhow, Dixons claims that customer advocacy scores have “rocketed” 32 percentage points in the past 12 months, and that 95% of customers leave its stores satisfied.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here