Dixons.co.uk ad takes festive swipe at high-street retailers

Dixons
Dixons

LONDON - Dixons.co.uk is following up a controversial ad campaign in which it mocked its high-street rivals with a push urging consumers to buy Christmas goods online, having researched them in department stores.

Dixons said that there is a trend of consumers using bricks-and-mortar stores to research products, before making their purchases online.

The ad, created by M&C Saatchi, details a man's shopping trip, where he seeks advice from a shop assistant about his planned purchase of a plasma television.

The copy reads: 'The 53 minutes fly by for Cedric, who singles out 50 inches of pixelated wonderment and, pressing the young man's hand warmly in pitiful gratitude, goes to dixons.co.uk and buys it.'

The outdoor ads will be supported by a 60-second radio spot featuring the voice of comedian David Mitchell, co-star of Channel 4's Peep Show. The ad will also be hosted on the retailer's website.

In September, Dixons, which is part of DSGi, launched its first ad campaign since becoming a pure-play online retailer in 2006. The activity used the strapline 'dixons.co.uk - the last place you want to go'. Although no department stores were mentioned by name, the ads were thought to be mocking retailers including John Lewis and Harrods, leading the latter to threaten legal action.

'Dixons.co.uk is a challenger brand and the campaign reflects this,' said Niall O'Keeffe, DSGi UK marketing director. 'We believe this latest execution will deliver significant cut-through ahead of Christmas.'

Online retail body IMRG said the value of the UK online retail market grew 14% year on year between January and October, with shoppers spending an estimated £40bn on the web.

According to the latest e-Customer Service Index from eDigital Research and IMRG, 93% of consumers plan to shop for their Christmas gifts online this year.

This trend is having a profound impact on the high street. Earlier this year a British Retail Consortium report forecast that the level of vacant shop premises would reach 15% by the end of the year.

 

 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug