Adverts during break of CPW sponsored X Factor seek to disrupt retailer's repositioning ahead of Best Buy's arrival

DSGi and Kesa up Carphone battle

DSGi and Kesa stepped up their battle with Carphone Warehouse over the weekend, with both incumbents looking to disrupt the Best Buy partner’s advertising deal with ITV’s X Factor over the weekend with two hard-hitting campaigns of their own.

Carphone Warehouse signed the deal with ITV to sponsor this year’s X Factor as part of the repositioning of its brand in anticipation of Best Buy’s move into the UK. However, DSGi and Kesa have not taken kindly to that, launching major spoiler adverts during X Factor’s breaks.

DSGi’s campaign pushes PC World as the retailer with ‘the widest choice of free laptops’; a move designed to go head to head with Carphone’s own message that it was the first retailer to offer the deal.

Meanwhile, Kesa is pushing its UK Comet brand as the retailer with the best advice – a direct challenge to Best Buy’s positioning of customer service over price – with several items such as televisions and laptops changing from their original product, through several iterations, till it reaches the most ‘suitable’ product.

You can view both adverts by clicking here for PC World‘s and Comet‘s.

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