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Dixons Retail set to launch seven figure campaign with M&C Saatchi

Dixons Retail is set to launch a seven figure brand campaign for Currys and PC World on Wednesday, with a 40 second ad by M&C Saatchi.

Focusing on an animated fictional store colleague helping a customer buy a TV, the ad follows on from the Star Wars campaign and ends with a reference to Dixons Retail’s after-sales service brand KNOWHOW.

Andrea Silver, marketing director UK at Dixons Retail, said: “We are aware from our customer insight work that consumers are increasingly finding the vast range of technology available confusing. At Currys & PC World our store colleagues are continually trained to stay on top of all of the latest advancements in technology. Whether it’s a TV, camera, computer or fridge a customer is after, our colleagues are focussed on finding the right solution for the customer.

Our customer advocacy scores have rocketed over the past 12 months by 32 percentage points, and our latest exit surveys show that 95% of customers leave our stores satisfied. We are, of course, striving for a 100% satisfaction rate, but it is testament to the hard work of our colleagues that we are now achieving such consistently high scores.”

The TV campaign is set to break during Coronation Street on Wednesday, and will run for three weeks with a 30 second version to show after week one.

The campaign will be supported by VOD and digital display, as well as print ads in weekend supplements.

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