October 25, 2009 / by James Whatley">James Whatley / Case Studies, Come on!, London Town / 10 Comments

Come on, someone just do it already #1

This might turn into a semi-regular feature.
Hence the number. We’ll see.

On with the post.

_________________________________________________________________

These adverts – from UK-based electronics retailer, Dixons – have been springing up all around London lately. Take a look:

Read all that? Good. Right then.

Is it just me or is there a MASSIVE opportunity here for a competitor to come along and have some fun with this?

Alright the ads are actually quite well done. Providing a playful spin on the words ‘the last place you want to go’ as well as taking a cheeky swipe at some of the more… stuffier… of London’s largest department stores, these billboards do raise a smile.

But still. If I was a keen-eyed ad man I might be tempted, with the right client, of course (someone like ebay maybe?) to go away, knock up some good-sized stickers and then in one night, do one big hit on them all.

Guerrilla style.

You see what I mean? Bam.

So come on, someone just do it already!

And that was going to be it from me but, when I researched the ads some more it turned out that not everyone is a fan of this new campaign.

Nigel Paine writes:

“Then there are the nasty Dixons Ads on the tube at the moment. They tell you to spend your time learning about your product from well-trained (threfore ponsy) shop assistants in well-known stores like Harrods, Peter Jones and John Lewis and then buy at Dixons on line. Why do I not find this amusing?

.

Firstly because of the snobbery, and secondly that Dixon’s shop assistants are the diametric opposite of knowledgable and helpful, and a terrible glimpse at what shopping might become if Dixons had its way. Thirdly the idea of checking out the store first and talking about what you want, and then checking out online vendors to get the best price happens all the time.

.

Better not bite the hand that feeds you!”

He makes a good point.

The value of the online shopping market is growing year on year while that of the high street is steadily declining. And while you have to applaud Dixons for attempting to drive traffic to their online store, I for one can’t help thinking that there is a slight danger of them shooting themselves in the foot:

Time will tell.  After all, similar things have happened before.

Thanks for reading.

Last updated by at .

10 comments on “Come on, someone just do it already #1”

  1. Jim Wild says:

    Nice idea. I don’t think I would ever buy anything from Dixons group unless I absolutely had to.

    [Reply]

  2. Denny says:

    Um, Dixons don’t have high street shops any more – closed them all a few years ago. Hence this campaign.

    [Reply]

  3. whatleydude says:

    @Jim – Bad experience once?

    @Denny – Ah. Good point.

    According to http://www.dixons.co.uk/martprd/editorial/DSG%20international%20PLC they made the switch just over three years ago.

    “On 5 April 2006 we moved to operate exclusively online. We now offer a wider range of products and services, including major kitchen appliances, gift and leisure products.”

    Heh, maybe Nigel is referring to Currys or PC World (who are part of the same group), or maybe even ‘Dixons: Tax Free’ which still operate in the UK’s major airports?

    😉

    Overall though, I think the the final point still stands. According to that link, Dixons might be online only these days, but they are also still part of the larger Dixons Store Group; a European-wide group of electronics retailers that contain high street brands like Currys, The Tech Guys and PC World. They might not be shooting *themselves* in the foot, but they sure aren’t doing their fellow group members any favours.

    http://en.wikipedia.org/wiki/DSG_International_%28retailer%29

    [Reply]

  4. mac says:

    it’s a great modern piece of transparent advertising. People don’t know who to deal with it, esp when executed by an untrendy brand. you can’t hijack a hijack, it backfires. the only mistake is i would of used it as a rebrand camoaign, as too many people still have a negative and innaccurate interaction with ‘dixons’.

    [Reply]

  5. Daniel says:

    I really despise these adverts. I don’t even find it enticing to go to the Dixons website, because in my mind, saying “the last place you want to go” just makes think that there’s a lot better places to go. I don’t associate it with positive branding! Is that just me?

    [Reply]

  6. Arun says:

    I liked the ad! They are creative and gutsy! – Have to agree with Daniel though, “the last place you want to go” – not the best line!

    It could have been “the right place to go” – that would have been much better I think.

    [Reply]

  7. CT Moore says:

    It’s too bad that they aren’t doing anything to track it — e.g. a mini-site URL, etc…

    #myopia

    [Reply]

  8. Xavier Adam says:

    They are interesting ads and have had plenty of comment in the marketing world.

    I think there are three idents so far in this campaign.

    Two points. I don’t think many Harrods customers (or, those of the other targeted retailers) would suddenly go to Dixons because of this, I know not the primary aim. Also, the adverts make Dixons look like a cheapskate freeloader, not at all in a good way.

    Are those customers that can afford it, even more likely now to be driven towards a reputable store like John Lewis?

    [Reply]

  9. Terence Eden says:

    I always thought companies like play.com and cdwow should give away leaflets *outside* HMV and Zavvvvvi. All they’d need to say is “Whatever you’ve bought is cheaper at http://…”

    [Reply]

  10. Xavier Adam says:

    @Terence Eden. No good if have already bought! Anyway, is not all about price.

    [Reply]

Leave a Reply

Your email address will not be published. Required fields are marked *

Get the Five Things Newsletter

------------------
Enter your details below to get the Five Things on Friday update delivered to your inbox, every week.
* = required field

Recent Posts

Recent Comments

Blogroll

Archive

Categories

Search