While waiting for a train on the Underground late one night, I was intrigued by the an advert for Dixons, a high street retail brand. The creative takes pot shots at Â well known department stores, advises shoppers to do all their browsing there, and then go to the Dixons site to purchase. The campaign ends with the tagline â€œDixons.co.uk â€“ the last place you want to goâ€.
I am split about the creative message and about the potential negative connotations, especially if you miss most of the creative that precedes it. However I hold judgement, though it would be interesting to see what the results are.
In my usual fashion, I asked twitter and they came up with their opinions:
Thoughts please: if I say a place is “the last place” I would go to buy anything, what does that say to you?
- jaamit: @kevgibbo @rishil exactly my thoughts, complete slogan #fail. what did they reject on the way “dont even bother” / “pull the other one”…?
- kevgibbo: @rishil that’s an awful strapline, although it’s probably true – they’d be the last place I’d try!
- willcritchlow @rishil I actually really like that campaign. I love the use of colour & font so you know who they are talking about
- LordManley: @rishil That place is slightly better than another establishment where you would buy nothing at all, but still not great.
- seobegincom: @rishil all the others were overpriced?
- searchpanda: @rishil is this related to new dixons ad? ‘last place you go’ – i thought it was quite well thought out. recession etc.
- IngoGuava: @rishil That means that at least you know the place as a relevant resource. But only as a resource of rubbish.
- SharkSEO: @rishil I know! The Dixons adverts, right? They’re fucking terrible!
- 101holidays: @rishil it means you wouldn’t buy there. But I see Dixons.co.uk are using it as a sales line. Fine line between clever/stupid
- richardbaxter: @rishil that you’re going home, and that’s the last shop on the way?
- cyandle: @rishil that they suck ass? 🙂
- ismepete: @rishil it says to me that you could get the *anything* there, but would try everywhere else before them, presumably cos they r rubbish
- RichardShove: @rishil That you’d only buy it from there if there were no other alternatives
- swerveball: @rishil you wouldn’t buy from there.
It would be interesting what others feel about this campaign, especially those involved in online marketing. The mixed reaction to it is really intriguing.