Dixons ad targets rival John Lewis

25th September 2009..

 

DSGi is tasking David Walmsley with pushing Dixons, Currys and PC World brands to the top of etailers. Walmsley was previously the head of web marketing at John Lewis and is credited with boosting John Lewis’s online sales, which so far are up 20% this year.

Walmsley’s appointment is part of aggressive marketing push by DSGi and last week it kicked off by mocking John Lewis. The adverts feature John Lewis’s distinctive typeface and imply consumers research their products in JL stores before buying them at the Dixons site. They feature the tagline ‘Dixons.co.uk – the last place you want to go’.

I really like the branding, its bold, its brash and its cheeky.