Silver - The last place you want to go
Issue 17 | December 2010
Agency
M&C Saatchi, London
Creative Team
Creative Director: Graham Fink;Copywriter: Simon Dicketts;Art Director: Graham Fink
Production Team
Typographer: Gareth Davies
Other Credits
Senior Account Manager: Michael Wilton; Account Director: Estelle Adams; Senior Planner: Neil Godber
Date
September – December 2009
Background
Dixons had been a major presence on every high street in the UK but had sold most of their shops to concentrate on being an online e-tailer.
Online electrical goods retailers are two a penny and the task was to re-establish Dixons as one of the first sites browsers would visit when considering a purchase.
Idea
The Dixons.co.uk site is single-minded in its objective to provide consumers with the very latest technology at the keenest prices. To do this, it uses a compelling price guarantee to match the key competition both on and offline.
Though this may have provided a strong foundation for a low price proposition, it wasn’t enough to help create memorable advertising.
The insight was that many tech-savvy male consumers like to go to the shops to research the products they are interested in but then go online to find it at the best price.
The agency simply described this behaviour in the posters and press ads, using sly, tongue-in-cheek humour to position Dixons within the customer journey as the place they should come to last.
Results
Traffic to the website rose by 32% in London and by 14% outside the capital.
The campaign generated much coverage in the media with The Daily Telegraph asking ‘Are these the most honest adverts ever?’