Dixons parent in viral campaign for tech service

DSGi - parent company of ­Dixons, Currys and PC World - has launched its first viral marketing campaign for a new venture, called The TechGuys.

The TechGuys is a service ­dedicated to solving technology problems. The viral campaign pokes fun at most consumers' lack of technological know-how.

‘The TechGuys is all about helping people make the most of technology, so we thought it was fitting to launch a viral campaign,' said DSGi group director of corporate affairs Kai Boschmann.

‘We were asked to produce something that would resonate with the broad target market, and have seeded it on mainstream sites such as thesun.co.uk, and more underground sites such as TTR2.co.uk,' said ­Christian Perrins, head of strategy at New Media Maze, which developed the 90-second viral.

DSGi is investing £50m in The TechGuys over the next four years, and plans to open 200 ­outlets.

FD Consumer Dynamics is handling consumer PR for the launch.

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