Grrrrr...At long last Dixons muscled up with an innovative brand campaign, created by M&C Saatchi, the campaign enhances their improved instore experience. Dixon has put in some man hours recently and made some serious headway, particularly in the airport retail sector. They are still pushing the brand from a price point angle but channelling this brand value in a much more effective way without brand de-valuing cut price banners. The ads must be pushing traffic to their online store as well as raising a smile. It will be interesting to see where Dixons goes next with both their Physical and Online retail offer.
