Appliances Online launches first TV brand push through VCCP with Big Brother partnership

Appliances Online has launched its first TV advertising campaign as the brand looks to expand its recognition, wtih a partnership with Nine’s Big Brother and Triple M’s Grill Team part of the media strategy.

The new campaign has been created by VCCP Australia, is narrated by a fish caught by a man called Darren whose fridge then breaks down, and shows how quick and easy it is to get a replacement from the online store ending with the tagline ‘Legendary service’.

CEO John Winning said: “The campaign marks Appliances Online’s first major advertising push so it’s an exciting move for our business. I founded Appliances Online in 2005 and expansion has occurred at every level of the business despite relatively low brand awareness.”

The new campaign focuses on the quality of service the brand claims to deliver, as well as the fact it will take away your old appliance.

VCCP creative director Dean Hunt said“It’s not often you meet a genuine legend. Let alone a whole company of them. Appliances Online have built a hugely successful business providing a level of service that has quickly become the stuff of suburban legend. 340,000 plus Facebook fans can’t be wrong.

“Our TV ad is based on true customer testimonials and features our legend character, aka The Legend. The campaign stretches across digital, radio, social, outdoor, direct, internal and beyond.

“It’s been an absolute honour representing every one of the staff down at Appliances Online with this campaign. This idea is one big ode to the legendary service they provide; and a great opportunity for some fun creative in a retail category largely devoid of character.”

Media is being handled by Zenith Optimedia, with group business director Julie Tilley adding: “It was important that we built Appliance Online’s brand awareness within environments that would differentiate from the traditional retailer brands.

“A partnership with Channel 9’s Big Brother and MMM’s Grill Team was a perfect fit and became the cornerstone of our strategy.”

The new campaign rolls out from today.


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