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Dixons Retail ‘The Greatest Electrical Store…’ advert

Agency: M&C Saatchi

Client: Dixons Retail

Dixons Retail has launched a new marketing campaign promoting its Megastores, starring legendary Star Wars characters R2-D2 and C-3PO, as part of an exclusive partnership with Lucas Films.

The campaign will break with a special 60-second director’s cut airing on ITV 1 during X Factor, and again during Xtra Factor on the same evening.  A sustained 3 week 40” campaign will follow, running into Dixons Retail’s key peak launch period, supported by a large format outdoor campaign nationwide.

The deal with George Lucas’s film and entertainment company, Lucas Films, is part of a new campaign created to promote the company’s Megastores across the UK.

With five new stores opening before Christmas, the company now has a national spread of Megastores, which range in size from 35,000 to 75,000 sq ft and offer customers huge ranges of the best selection of electricals along with help and advice, ensuring a better and exciting shopping experience.
The new advert features cult actor Anthony Daniels reprising in his role as the nation’s favourite droid, C-3PO, alongside his loveable companion R2-D2.

The decision to run an integrated marketing campaign promoting the company’s Megastores has come about after extensive customer research demonstrated the incredibly positive reaction customers have to the new stores.  

“We know that when customers visit a Megastore they genuinely walk away thinking ‘wow’ – the stores themselves really are the best advert we have for Currys and PC World,” said UK Marketing Director at Dixons Retail, Niall O’Keeffe.

“We wanted a campaign that would communicate the out-of–this world experience these stores offer to a wider audience, and who better than two of the most loveable, and technologically advanced, heroes of all time to demonstrate the sheer size, scale, excitement and wonder of the stores.”

He added, “With our 21st store opening in Glasgow in November, and another 4 scheduled before Christmas, we will have a critical mass of 25 Megastores across the UK, so it seemed the right time to launch an ad campaign that focuses on these stores in particular.  

“The playful relationship between R2-D2 and C-3PO is the ideal vehicle for showcasing how interactive, playful but also technologically advanced our stores are, and we are sure the ads will convey the sheer size and scale of our Megastores.

“The advert storyline features C-3PO and R2-D2 landing on planet earth with R2-D2 boldly breaking into the store, closely followed by C-3PO.  The droids proceed to explore the store, amazed at the brilliant technology on offer, and interacting with items as varied as digital cameras and fridge freezers in their usual inimitable style that fans have come to know and love.  

The outdoor campaign has been exclusively shot for Dixons Retail by the legendary photographer David Bailey.  The outdoor campaign, which features the droids discovering the strange technology available on earth, incorporates large format, standout sites only, in order to leverage maximum impact and exposure.  

The marketing activity will also include a dedicated YouTube channel to promote the campaign, which will feature exclusive films including behind-the-scenes footage of the ad shoot and additional scenes.  

In addition, Dixons Retail is working with The Guardian to deliver an advertising first for the UK – running the first print ad to feature Clic2c technology.

An ad featuring one of the David Bailey images will run in the paper on 30th October, featuring a watermark that will react to any Smartphone when placed over it, which will feed additional content from the advertising campaign straight onto the user’s phone.

A PR and experiential campaign has been developed to promote the campaign through-the-line. This began with the mysterious incident of a POD crashing to earth in the night witnessed by blogger Holy Moly

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