Dixons Retail’s last Star Wars ad marked a change of direction for its Currys and PC World businesses, representing a gradual shift from price- focused, functional advertising to a more creative approach designed to entertain and capture shoppers’ imaginations.
It featured Star Wars characters C3PO and R2D2 and its latest effort, which launched on November 5 during The X Factor, features Darth Vader. The ad shows the Sith lord landing at a Currys and PC World store and testing staff on their knowledge of products.
It will run for three weeks and was created by M&C Saatchi.
It’s an imaginative approach in a sector that is historically known for emphasising price, and the message is clear – the retailer wants more of a connection with shoppers, more of a focus on service, and is spearheading a shift to a more creative, brand-led approach to advertising.
It’s a clever way of emphasising service without reverting to more hackneyed methods of communication, and of course it taps into viewers’ love for Star Wars.
Dixons has said in the past that emotional, brand-led advertising doesn’t always have the immediate effect on sales that price-led advertising does, but its Star Wars ads represent a clever, longer-term approach that reflects the increasing importance of retail brands. Source: Retail Week