Appliances Online turns to ZO and VCCP to raise brand profile
Zenith Optimedia and VCCP have been appointed to handle the media and creative duties for Appliances Online, after the agencies teamed up to launch Comparethemarket.com.au in Australia last year.
Appliances Online, which is one of the biggest retailers of electrical goods online in Australia, was founded in 2005 by John Winning and had previously handled the duties in house.
James Fleet, Chief Marketing Officer of Appliances Online said: “Appliances Online has continued to grow from strength to strength and I am looking forward to working with VCCP and ZenithOptimedia to educate more Australians about our unique offering and exceptional customer service.”
The retailer was a finalist this year in the World Retailer of the Year awards in the best pureplay and best customer experience categories.
VCCP launched in Australia in 2012 led by managing director Peter Grenfell, and produces local work for Comparethemarket.com.au featuring meerkats, whilst also doing project work for McDonald’s.
What a peculiar press release.
Practically zero information about the appointment.
And a nice little love story about everyone involved.
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They can take zero credit for Comparethemeerkat, that’s a UK campaign transplanted here.
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Aside of the above chest beating. Appliances Online saw the opportunity and took it. I have bought a few items from them (I don’t have many needs for fridges, or cookers on a regular basis), both times I was impressed with the service and how my expectations were managed. Finding and comparing products on their site was easy. Lots of organic growth for these guys over the years, through great SEO, SEM, good reviews, social strat / engagement.
Raising the brand can only help, however they have marketed their business in the right order. I have watched so many start up’s fail who go for the traditional marketing push first. (You cannot polish a turd.) I predict that these guys should fly and hats off to them for changing, innovating and nailing it, again in the right order. Loads of lessons learned along the way I bet and I am sure that the knowledge within the team is dangerous to the competition who have sat on their hands and tried to continue with BAU…
(I do not work with, nor have any involvement with Appliances Online.)
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