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Possibly the weirdest ad I’ve seen in a while
I really don’t get this print ad For Dixons that’s been placarded everywhere on the Tube
Are they basically saying, go and take a look at the plasma screens at Selfridges, the most fashionable department store on Oxford Street, and then head off to Dixons, the ugly, unfashionable store to buy said plasma screen?
This ad really doesn’t make me want to Dixons at all… Look at me being such a snob
06/10/2009 - 12:21 pm
I'd look at it in Selfridges, then Google for the best deal online…
06/10/2009 - 12:27 pm
I hear you!
06/10/2009 - 12:30 pm
Perhaps it's for the cash-strapped among us…same product, different packaging – 97% less “status”. :p
06/10/2009 - 12:38 pm
I kind of get the “the last place you want to go” thing. If it's the last one, it's because you buy it there. But, that ad is only going to be read by people with horrible waiting times, who are probably going to be pissed for the next train to Cockfosters being in 12 minutes anyway. Not the best shape of mind for plasma screen shopping
06/10/2009 - 12:40 pm
That's exactly what they are saying! Everyone does it but just doesn't admit it. This is a very smart series of ads, covered in Creative Review, Marketing mag, loads of design, art and advertising blogs and a host of others for being a bold client open to change. M&C Saatchi did these ads, brilliantly planned and written. You know who they are talking about straight away because of the famous brand colours. Take the excellent and knowledgable customer service from a higher end retailer and then just go practically next door in some cases and buy the same product significantly cheaper. You expect not to have the level of service at a retailer that is more mass market, so they are playing on that. I completely get it.
06/10/2009 - 12:52 pm
That's funny, because in my books the ad makes Dixons sound like some kind an awful place you really want to go to (the stores are awful!) / purchase a TV from (I hate their website).
Sp yeah the colours are clever but it really doesn't make me want to buy anything from them – must be a snob! ha
06/10/2009 - 1:09 pm
Yep – totally agree, it's a bit odd. Trading on the reputation and prestige of other brands that give the X-factor. Get the experience in Selfridges and the price to buy in Dixons. Does absolutely nothing for the Dixons brand only give Tube travellers something to read on the Tube and something to think about – Dixons stock the same as Selfridges, Dixons isn't as cool as Selfridges and possibly cheaper than Selfridges. Mmmm, not such a bad idea after all. Weird but well written.
06/10/2009 - 1:22 pm
I'm with litmanlive…the ads are smart. “The last place you want to go” is a brilliant line, working in two ways: it's self-deprecating (recognising that Dixons has often been seen as the least classiest of retailers) but also conveys the message that when you've done all your research, seen, touched and tried the product in high-end retailers, then go and buy the exact same thing for less online at Dixons.
06/10/2009 - 2:10 pm
I've seen most of these ads on the underground and had to take a double-take last week when it was highlighted as 'ad of the week' in The Independent. Sure, I get what it's saying, go to John Lewis, Harrods and Selfridges and get the low down on the item (because you sure as hell won't get it from Dixons staff!) and then what? They honestly believe anyone is going to go into a Dixons store and buy it?? No, everyone will go home and Google the lowest price and it's unlikely to be Dixons/Currys.
Sure you might get the odd one or two who will go there to shop but anyone who has been there once, would probably never return. The staff are ill informed and far too eager for their commission, it reminds me of walking around a Moroccan Medina, apologies to any Moroccans reading this
It may be an ad man's wet dream of an ad, almost something I can see them pitching in Mad Men and then when Mr Dixon walks out they office they all have a damn good chuckle over how they duped him into paying for an advertising campaign that may get him many column inches but probably won't get him much in the way of sales.
Just my two pence worth
06/10/2009 - 5:12 pm
I love this campaign! Great marketing tactic around being honest ('the last place you want to go tagline' must be based on some market research) and perfect for the price sensitive customer not to feel cheap when making a big electronics purchase.
It's one of the rules in the 22 Immutable Laws of Marketing (recommend).
07/10/2009 - 1:07 pm
I have been thinking the same thing!
07/10/2009 - 3:12 pm
@darika @PBizzle @tojulius @mr_omneo @markpinsent @lindsaydavies @litmanlive @palmamod It's been fascinating to see how everyone felt about this ad, which is clearly getting mixed reviews…. Thank you all for adding to conversation
07/10/2009 - 3:16 pm
I kinda get Lolly as well, I guess it's targeting boys rather than girls.
In fact when I am at Selfridges the first thing I do is looking at tech dept to buy at Dixons eventually.
I can't say that happens to my lady.
Great conversation starter Lolly!
Julius
07/10/2009 - 3:29 pm
Which clearly demonstrates that us ladies, are sensitive to our shopping environment!