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.


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.



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