Our campaign repositioned Dixons.co.uk by persuading people to embrace a smarter way of shopping online. People were cheekily encouraged to make use of the best service freely available on the high street, then find a better price online at Dixons.co.uk. The ads wittily suggested some typical high-street shopping experiences people could try. The sign-off, ‘The last place you want to go’ acted as a polite suggestion of when people should use the site, as well as a self-aware and humorous acknowledgement of the brand’s equivocal reputation as a good place to shop. ‘Sandals’ and ‘Middle England’ were also selected as single executions in the category Writing for Advertising/Press Advertising.
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