The score in the retail war: David 2, Goliath nil

Last night, online electrical retailer Kogan got the sort of advertising that (quite literally) money can’t buy.

The Gruen Transfer spent more than seven minutes discussing the merits of a PR strategy involving taking on the retail behemoth Harvey Norman.  

It’s a topic we discussed when Kogan first started the fight.

Last night’s coverage – which included the meta moment of the panel discussing whether they had become part of the PR strategy by featuring the fight – was the culmination of the old but very well executed challenger strategy of picking a fight with the market leader.

With ad audience of 1.5m, the ad aired in full on the ABC and a fresh round of PR, it’s the second punch Kogan has successfuly landed . I’d say that Kogan will be happy with a job well done.

Tim Burrowes


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