Dixons Carphone

The Great Indoors



How does a brand build an emotional connection with its audience and stand for something more than just technology?


The Great Indoors celebrate the role home electronics play in our day to day lives. Align Dixons Carphone with the domestic arena of the home to build up the emotional connection between tech retailer and individual, putting the personal at the forefront of brand communications.


The Great Indoors Report –  we developed and launched an in-depth study that delved into consumers’ lifestyles and aspirations, looking specifically at the role tech plays in the home. The report allowed us to execute a best-in-practice media relations campaign that tapped into wider cultural conversations around how digital enhances Briton’s lifestyles and homes, igniting conversation on a global scale. For example, our story on 37 as the age when clubbing gives way to big nights in sparked coverage and debate across the UK, USA, Europe, Australia and India.

Christmas in July –  we transformed a product media showroom into an immersive, and interactive ‘high-tech home’ experience, bringing to life each product (all 256 of them). This allowed us to showcase the Wi-Fi enabled, remote control devices and their interactions with one anther within the home.

The UK’s Tech-xpert – The Great Indoors platform positioned Dixons Carphone as a B2B industry thought leader. For example, we took the findings from the report and developed a guide to help landlords understand how home technology can be used to attract a modern generation of renters, with increasingly high expectations.

Throughout, we ensured the product is at the heart. The Great Indoors was so successful as it created a common strand that ran throughout all elements of our work in 2017. From news generation, product placement and tailored e-shots to creative campaigns, experiential activations and thought pieces.




Pieces of coverage from January 2017-18


AVE since January 2017


reach secured since January 2017



Influencers & media attended Christmas in July (including national, broadcast, consumers, online and specialist titles, alongside selected influencers)


  • We’ve worked with M&C Saatchi PR for over a decade, and we cannot think of a better agency partner that can adapt and innovate around our needs as the market continues to evolve. Looking after multiple parts of our business, they have a unique blend of expertise which has seen everything from consumer and corporate press office to digital activations and influencer campaigns consistently delivering on the bottom line and driving brand loyalty.

    – Simon Dornan, Head of PR, Dixons Carphone