Kogan launches video attacks on rival retailer Harvey Norman
Online electronics retailer Kogan has launched an online and TV attack on Harvey Norman in what has become an escalating PR battle between the two brands.
Kogan – created by Ruslan Kogan – has created the video suggesting that Harvey Norman has only one line: “Stick with the big brands”.
And it will also run an ad to be screened during the second part of Seven’s Ben Cousins documentary on Thursday. The ad is a pastiche of the Harvey Norman retail ads, claiming that the cost of TV advertising makes the products more expensive. After running in Melbourne and Sydney during the Cousins programme, it will also run on Friday and Saturday.
The video comes after the PR battle between the two brands was featured on Seven’s Today Tonight.
Kogan has since accused Harvey Norman boss Gerry Harvey boss of “chickening out” of a debate.
August 24 update: Kogan said in a blog posting this morning:
“In the interest of the Australian consumer electronics industry moving forward, I proposed a debate between myself and Gerry Harvey on the issues faced by the industry.
“He has chickened out of this debate.
“A national TV broadcaster was very keen on running the debate. I agreed to the debate with no conditions other than it be live and uncut. Gerry Harvey took a while to respond, and then declined.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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As much as I like what Kogan is doing, and even plan on buying one of their TV’s. It’s a bit rich to suggest Gerry is’ chickening out’, of a debate that no station in the country would carry. Do you really think a Ch 7 or 9 would be interested in offending one of their biggest advertisers and suppliers of content for their 30 minute advertorials at 6:30?
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ACA had much the same story last year on ACA, and Dave was the presenter for that one to. The difference, Kogan has now launched LED side lit tvs. When i was intereviewed for that i pointed out a number of picture quality differences to Dave, all of which ended up on the cutting room floor.
https://www.youtube.com/watch?v=BIzc6nvn7pg
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Brave of Seven to run it considering how much Harvey Norman must spend with them.
Expect an angry phone call to James Warburton …
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When I was last shopping for an LCD TV I would have loved to have got a Kogan TV, unfortunately when compared to something like the Sony Bravia, the aesthetics of Kogan are just appalling. I could have designed something better in my Year 10 Technical Drawing class, and from memory I got a C in that class.
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You get what you pay for though yeah? Good on Kogan, about time someone shook up the oligopolistic state of the white goods market. Australia is operating in the dark ages when it comes to buying cheaply online. Manufacturers take the michael with prices simply because they can and the Aussie public pays it. Honestly, it’s a joke compared to the rest of the world and what you can buy, and still we get fed the rubbish about ‘buy from trusted brands’, ‘buy in store with confidence’… seriously get with the programme so to speak…
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When will ads stop shouting at us!
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I have never liked investing a lot of money in new technology since before the warranty, is up it has most likely become redundant. I will be looking into Kogan for sure – I love the ads they are running!
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@ lounge addict – when they stop working.
As annoying as most consumers find Harvey Norman’s ads, along with JB HiFi, these are two of the most successful retailing stories in Australia.
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the ads are great!
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I actually purchased a Kogan LCD for my bedroom to test it out like 2 years ago, It has been great the only thing which I found a lil dodgy was the remote it just stopped working and new batteries didn’t fix it haha…But other then that the screen quality and every thing is similar to my Samsung 40 inch LCD.
I think what they are doing is great for the little guy, but I can not see the big stations or agencies taking on this guys ads LOL…But yeah I think they should hit them hard via the internet as thats where his key target market is.
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Funny! Did anyone notice Mr Kogan was wearing a t-shirt from the biggest brand in tennis….???
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He’s had a very sweary reply from Mr Harvey. I’d say mission accomplished. I had no idea who he was this morning. I do now.
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I agree with James Norquay, above, and the sentiment echoed by a number of others. Digital is the place for Kogan – he’s likely to have an instant cult following. I don’t know that it’s Harvey Norman’s effective campaigns that keep people shopping there or just stupidity. It’s so expensive!
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The thing is in the digital space and the Social Media space Kogan already plays in this space quite strongly, I noticed Kogan also have a similar campaign to the Doritos JWT one where you have to make your Youtube commercial for the brand interesting.
Really I think this is great what Kogan is doing but they already have the cult followers and the digital savvy followers hence their PR push to target a more main stream presence.
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REALLY NOW. IT’S ALL FUN AND GAMES UNTIL SOMEONE HAS HIS EYE POKED OUT. HOW ABOUT A LITTLE RESPECT? I’VE BEEN IN BIZ FOR MORE THAN 80 YEARS AND I EXPECT TO BE AROUND FOR ANOTHER 80 AT LEAST. AS IF A COMPANY LIKE THIS IS GOING TO KEEP ME AWAKE. SHIT, I’VE HAD BIGGER $%&# THAN KOGAN.
I TELL YOU WHAT THOUGH. THAT AD IS LOUD. SOMEONE SHOULD DO SOMETHING ABOUT IT.
FGH
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When Kogan start selling 18 inch double ended black dildos, I will be making a beeline to the onsite secure ordering form. Pardon me while I untie that politician who came around door knocking this morning. Caught me in a skimpy pink lace neglige, in a very compromising position. The hide of them.
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Kogan is a tactical marketing guru, good on him for taking ti to the big guy’s, anyone who thinks they can compete in the retail sector with franchise set-up’s is totally kidding themselves!
Anyone remember the Kevin 37? Absolutely brilliant thinking! The government stimulated his back pocket!
The older generation may like to purchase in-store, once they all die off it’s online all the way! Kogan is not new to the “ripping off game” he also owns and operated another business called milandirect.com.au, they have voided international patents on some of the worlds best designed furniture for years! Good stuff too!
Pending he sticks to his guns and never sells out to the “big boys” he’s got my vote and money!
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i bet the ‘booked and paid for’ slot in the Cousins’ documentary is utter tosh. The whole thing is a beautiful PR stunt and they never had any intention of using ‘paid’ media. A Current Affair, marketing blogs and social media have done the job for them.
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Let’s see.
Kogan or Samsung?
Kogan or Panasonic?
Kogan or Sony?
Yep, I’ll stick with the big brands.
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How may features have Today Tonight run on Gerry Harvey & Harvey Norman over the past couple of years?
There must certainly be a lot of action between the sheets to get all of the ‘FREE’ publicity.
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