UK electrical retailer Dixons Retail has created a seven-figure brand campaign to support Currys & PC World.
The new ad campaign will focus on helping customers navigate the ‘often confusing’ world of technology.
It will show an animated fictional store colleague who guides a customer through an overwhelming choice of televisions to find the right one for him.
The ad will also reference Dixons Retail’s after-sales service KNOWHOW.
The campaign breaks on Wednesday July 4th during Coronation Street on ITV and will run for three weeks. The TV element will be supported with broader activity via VOD and digital display, while print ads are scheduled to appear in weekend supplements.
Andrea Silver, Marketing Director UK at Dixons Retail, commented: “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.
"Our customer advocacy scores have rocketed over the past 12 months by 32 percentage points, and our latest exit surveys show that 95 per cent of customers leave our stores satisfied. 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.”
This new ad campaign follows Dixons Retail’s very popular Star Wars ads.
Do you think consumers are confused by the technology available to them today? Is this an area where indies can shine? Let us know.
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