Original URL: http://www.theregister.co.uk/2009/12/22/dixon_last_place_campaign/
UK etailer calls self 'the last place you want to go'
Dixons does a Ratner
Posted in Bootnotes, 22nd December 2009 00:08 GMT
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Dixons, the UK electronics etailer, has a new tagline. "Dixons," its homepage [1] reads, "the last place you want to go."
See for yourself:
Countless Reg readers are questioning whether the site has been hacked - or defaced by a disgruntled employee. But the company insists the change is intentional.
"It is a tongue in cheek campaign intended to draw attention to the fact that Dixons.co.uk is an online-only brand and no longer on the high street - hence the strap line," says a spokeswoman for Dixons' parent company, DSG International.
In short, the company is trying [2] to promote itself as the place you go after researching products at bricks-and-mortar retail stores.
"Dixons.co.uk is a challenger brand and the campaign reflects this," DSGi UK marketing director Niall O'Keeffe has told Marketing Magazine. "We believe this latest execution will deliver significant cut-through ahead of Christmas."
One thing's for sure: The campaign has succeeded in bringing the company some added attention. ®