Classics Episode: Dixons on hijacking your competitors strengths

Neil Godber
Executive Strategy Director
VML, London

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Richard Storey
Global CSO
MC Saatchi, London

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Dixons overcame its significant weaknesses by hijacking its competitors strengths. A brilliant APG Gold award winner from 2011, its irreverent tone made it feel like the brand was on the side of the consumer, not just selling to them. Listen to the episode and see the creative campaign below. Thanks to our friends at Jira (the project management platform) for sponsoring this episode. More at jira.com.