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Appliances Online look to VCCP to help them launch their first TV campaign

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Appliances Online, the family-run online appliance store based in Australia, recently launched its first TV advertising campaign in an attempt to expand its brand recognition. It has also partnered with Channel Nine's 'Big Brother' and Triple M's 'Grill Team' (the modern rock radio station's breakfast show) as part of the overall strategy. VCCP Australia's TV spot, which started rolling out over the weekend, features a fisherman called Darren, whose fridge breaks down just after he's caught a huge fish. Darren calls appliances online and a replacement is delivered post-haste by “The Legend”, with this “Legendary service” meaning Darren's freshly caught fish can remain unspoiled. The hook (pardon the pun) is that the spot is being narrated by the fish. The spot can be watched below, and the campaign also stretches across digital, radio, social, outdoor, direct, internal and beyond.

Appliances Online – The Suburban Legend of Darren and the Fridge

The campaign focuses primarily on the quality and speed of the brand's service and the fact that they will not only install your new appliances for you, but take away your old ones. John Winning, CEO and founder of Appliances Online, said the campaign is an exciting move for the brand. He said that since he started the company in 2005 “Expansion has occurred at every level of the business despite relatively low brand awareness,” and as this is AO's “First major advertising push,” that expansion looks set to increase even further over the tail end of the Summer.

The campaign focuses primarily on the quality and speed of the brand's service and the fact that they will not only install your new appliances for you, but take away your old ones

Dean Hunt, creative director at VCCP Australia, appears humbled by the work, he said “It’s not often you meet a genuine legend. Let alone a whole company of them.” He goes on to say that “Appliances Online have built a hugely successful business providing a level of service that has quickly become the stuff of suburban legend,” and that “340,000 plus Facebook fans can’t be wrong.” The campaign, he says, “Is based on true customer testimonials,” and that it acts as “One big ode to the legendary service” the brand provides and has been a “Great opportunity for some fun creative in a retail category largely devoid of character.”

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The Legend”

Media on the campaign is being handled by Zenith Optimedia, whose group business director, Julie Tilley said it was important for them to build brand awareness for AO “Within environments that would differentiate from the traditional retailer brands.” She says the partnerships with Big Brother and the Grill team were a perfect fit and have become “Cornerstones” of their strategy. This will be the first AO campaign for both VCCP and ZO and the second campaign they have worked on together after they teamed up to launch Comparethemarket.com.au in Australia last year. Previously, all marketing had been handled by AO in house.

Official VCCP Australia Website

Official Appliances Online Website

Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK. He only went fishing once. It was the longest afternoon of his life. Never again.

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