Dixons goes nuclear in ad war

dixonsvrsSelfridgesPlenty has been said about Dixons’ comparison ads lately. They’re a blatant come-on aimed squarely at John Lewis, Harrods and Selfridges. They invite consumers to research with their competitors and then convert to Dixons for stronger pricing.

This is primarily a drive for Dixons’ website, with their retail sites only operating at airports. The strapline is, Dixons.co.uk: the last place you want to go.

These are more ‘designed’ than the comparison ads seen from the supermarkets. By using rivals’ fonts and colour pallet, they’re well and truly ‘up yours’ ads.

Having seen them for a while, I still can’t fully decide if they’re touting an honest and clever reflection of modern shopping habits or even pushing a wee bit of a class divide.

Either way, I think they’re a bellwether of what to expect from copywriters this winter, where ads will be thin on superlatives and hard on competitors. The Christmas run-up is getting all in your face – don’t skirt around with clever copy, get down to brass tacks and call your competitor out. Just look at Tesco and Asda for more evidence.

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2 Responses to “Dixons goes nuclear in ad war”

  1. Markytee March 25, 2010 at 12:51 pm #

    Just looking at some of your previous entries and came across this one.

    I have to confess admiration for what the copywriters did for Dixons, alongside a confession that the whole campaign apparently seems to have passed me by at the time!

    Brilliantly written on so many levels (Am I paying those extra pounds just so the Salesman can wear that stuff?), I get the feeling it reflects far more of what actually goes on than anyone might care to admit. I’d be fascinated to see what the footfall is of people out for a bargain, but with the intention of coming home empty-handed so that they can order it online. When you can save a bundle on clothes shopping online, it make sense to try before you DON’T buy (convenient access to stockists permitting)….


  1. John Lewis bucks their own trend - September 22, 2010

    […] put this growth down to their price matching policy of never knowingly undersold. Dixons hit them hard on prices last autumn and they struck back with their own marketing […]

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