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Dixons unveils Saatchi ad campaign

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Electricals retailer Dixons Retail has today announced a seven -figure brand campaign with MC Saatchi for its franchise chains PC World and Currys.

Following on from its successful Star Wars series of adverts, the latest promotion will include a fictional animated store colleague assisting customers on the use of modern technology.

Premier viewings of the ad will be shown during the breaks of Coronation Street tomorrow night and run for three weeks.

In one scene, a customer is helped to choose from a wide range of high tech televisions in store for the one most suitable to their needs.

In order to promote the work of its in store experts, who are able to help with installation, the ad references Dixon’s Retail’s after sales service KnowHow, which was launched last year.

Andrea Silver, Marketing Director UK at Dixons Retail, explained that the retailer wanted to use these ads primarily to inform consumers of its products.

“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 focussed on finding the right solution for the customer.”

Print spreads of the campaign are expected to run concurrently in weekend supplements and, in order to maintain its focus on providing customer solutions, further instalments of the campaign will occur later on in the year.

Silver concluded that the latest deal with Saatchi aims to show how customers are central to its business strategy.

“Our customer advocacy scores have rocketed over the past 12 months by 32 percentage points, and our latest exit surveys show that 95% of customers leave our stores satisfied,” she explained.

“We are, of course, striving for a 100 per cent satisfaction rate, but it is testament to the hard work of our colleagues that we are now achieving such consistently high scores.”

Published on Tuesday 03 July by Editorial Assistant

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