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.