UK etailer calls self 'the last place you want to go'

Dixons does a Ratner

Dixons, the UK electronics etailer, has a new tagline. "Dixons," its homepage reads, "the last place you want to go."

See for yourself:

Countless Reg readers are questioning whether the site has been hacked - or defaced by a disgruntled employee. But the company insists the change is intentional.

"It is a tongue in cheek campaign intended to draw attention to the fact that Dixons.co.uk is an online-only brand and no longer on the high street - hence the strap line," says a spokeswoman for Dixons' parent company, DSG International.

In short, the company is trying to promote itself as the place you go after researching products at bricks-and-mortar retail stores.

"Dixons.co.uk is a challenger brand and the campaign reflects this," DSGi UK marketing director Niall O'Keeffe has told Marketing Magazine. "We believe this latest execution will deliver significant cut-through ahead of Christmas."

One thing's for sure: The campaign has succeeded in bringing the company some added attention. ®