Ad Wrap: Mojo Power takes on AGL; John West trials chilled fish; Purplebricks disrupts real estate
Mumbrella looks over some of the latest campaigns to hit our screens.
Mojo Power, the discount energy retailer, has taken to the streets with a billboard campaign using rival AGL’s own comments against it.
In a twist in the David and Goliath battle between the new disruptor and one of Australia’s longest established energy companies, Mojo Power has used quotes focused on customer service in a billboard campaign created by Naked.
The quotes, taken from a speech by AGL CEO Andrew Vesey, decorated the sides of truck parked outside AGL’s headquarters.
Quotes included: “I only talk to you about a good deal if you threaten to leave me…” Followed with Mojo’s observation: “Not surprised? Neither are we.”
Mojo Power, which launched in NSW in May, offers domestic electricity consumers access to wholesale power rates.
John West has launched a drive to lure consumers to its fresh, chilled fish with the help of a major redesign by WPP AUNZ agency Landor.
The brand its trialling new fresh chilled salmon, trout and squid in Victoria and Tasmania over coming months before rolling the lines out nationally.
Senior brand manager, Kristie Ellerton, said John West was looking to gain the attention of shoppers in a part of the supermarket where they were not used to seeing the John West brand.
“The packaging design needed to better convey perceptions of quality and freshness, while continuing to reassure consumers of John West’s commitment to sustainability,” Ellerton said.
“The more premium, yet simple packaging really heroes the superior ingredients making the range more appealing to consumers.”
https://www.youtube.com/watch?v=AtuR913C610&feature=youtu.be
Purplebricks has entered the Australian real estate market with a view to disrupting the agency model with its fixed-fee approach.
The company kicked off its drive with a campaign through VCCP Sydney with Pat, the Purplebricks spokesperson, promoting the fixed rate approach to property.
Featuring a band cutting into his pitch to highlight the difference between traditional real estate businesses and the newcomer, the campaign is aimed at getting quick attention as the Australian property market enters the all-important spring sales season.
Purplebricks co-founder, Michael Bruce, said the launch was timed to hit home sellers at a time when they wanted change.
“Since launching Purplebricks into Australia 24 hours ago, the interest and demand from homeowners has been incredible,” Bruce said.
“We are delighted and it has certainly shown us that Aussies are truly ready for a change from the overpriced commission model to one that will save them thousands of dollars when selling a home.”
