And the clever copy certainly drew the attention it wanted. And this witty campaign gave the perfect solution for customers to get the one thing Dixons couldn’t offer - the product demos. They also wanted a more affordable deal than what was on offer at high street shops.ĭixons’ online store boasted lower prices compared to its traditional counterparts. Why is it genius? Dixons perfectly understood what was important for customers when it came to buying electronic goods - they wanted to physically check how the product looked and worked. Turned out Dixons was only stating the obvious. After all, many of them did exactly what the adverts said - they checked out the products at high street stores and then went on to purchase online. While some of these high street retailers threatened to take legal action, the customers were left feeling guilty. While no names were mentioned, the cult-like following waiting in line to grab the newest Apple device is unmistakable.ĭ.uk poking fun at Selfridges and Harrods. Here’s one of their very first ads openly comparing one of its devices against Apple’s latest smartphone at the time. But when the advertising war begins, it could be a huge drain on your budgets and resources, making it hardly worth the while.īut this hasn’t stopped Samsung from mocking its rival. Is Comparative Advertising effective? If you have a superior product, it could be quite effective in getting the message across.
It’s often part of an aggressive marketing strategy and is best left for brands with an equal footing in the market as their competitor. Make no mistake, this is no friendly advertising technique. And many times they have used comparative advertising to take a blatant jab at the American tech giant and its products.Ĭomparative advertising is when outright comparisons are drawn against a competitor, for example, using product features. Samsung has been pretty vocal about telling the world how its phones are superior to Apple’s.