DSGi-owned electricals etailer Dixons.co.uk has launched a cheeky advertising campaign targeting rivals such as John Lewis and Selfridges.


The campaign, which does not mention any other retailer by name but pokes fun at thinly disguised department store stereotypes, advises shoppers to go into stores for advice and then buy from the Dixons site. The etailer is using the tagline “Dixons.co.uk – the last place you want to go”.

DSGi marketing director Niall O’Keefe said: “There is considerable price competition in our market and before committing to a purchase customers tend to do a lot of research both on and offline.

“This campaign addresses that head-on and says feel free to do your research, but make Dixons.co.uk your last port of call as here you will find all your technology needs and at low prices.

“With this campaign we aim to reach an even wider, particularly younger audience.”

The campaign includes posters and carriage cards on London Underground, and banner advertising on internet seach engines, shopping pportals and price comparison sites.