‘The Legend’ kicks off Appliances Online’s new integrated brand campaign via VCCP Australia

Appliances Online, Australia’s largest online appliance retailer has today kicked off an integrated advertising campaign via VCCP Australia and ZenithOptimedia, to showcase its legendary customer service and drive brand awareness.

The campaign aims to tell the Appliances Online story to a broader audience whilst providing an amusing insight into the online retailer’s dedication to delivering legendary service to each and everyone of its customers.

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Says John Winning, CEO and founder of Appliances Online: “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. Exceptional customer service and positive word of mouth have been the biggest drivers for our success however I’m looking forward to lifting that level of exposure so that more Australians can experience our legendary service first hand.”

James Fleet, CMO of Appliances Online said the campaign highlights Appliances Online’s incredible delivery and installation offering whilst also providing Australians with a glimpse of the brand’s quirky personality.

Says Fleet: “As a young and dynamic company, we’re not your every day appliance retailer and it was key for the campaign to capture that. Unlike many other retailers, Appliances Online offers 24/7 locally based customer support; free next-day delivery, in addition to free connection and free removal of your old appliance. To top it off, our team are passionate about providing a convenient and hassle-free shopping experience at every stage of the customer journey.”

Says Dean Hunt, creative director, VCCP: “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 idea is based on a real customer experience and stretches across digital, radio, social, outdoor, direct, internal and beyond. One big ode to all the professionals down at Appliances Online, and a great opportunity for some fun creative in a retail category devoid of character.”

Says Julie Tilley, ZenithOptimedia group business director: “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.”

Agency: VCCP

Sound mix: Nylon