Appliances Online goes above-the-line, triples brand awareness

Sarah Homewood
By Sarah Homewood | 5 December 2014

Since launching its first brand campaign, online appliance retailer Appliances Online has tripled its brand awareness.

Earlier this year the retailer handpicked creative agency VCCP and media agency ZenithOptimedia to work on the business, after the two agencies had success launching the 'Compare the Market' campaign into the Australian market.

The brand's first above-the-line campaign launched in August and Appliances Online chief marketing officer James Fleet told AdNews that rather than rushing to market the brand really wanted to get the campaign right.

“We launched above-the-line in metro Sydney to start with and we've definitely seen the impact that we wanted to,” Fleet said.

“When you're launching an above-the-line campaign and you've already got a strong base coming from digital media we had the time to get it right, and we're really happy with the results so far.”

Fleet said that one of the key objectives of the campaign was to grow brand awareness and through using TV, digital, radio and outdoor the brand has been able to do that.

“Appliances Online had a 3% unprompted brand awareness nationally among major domestic appliances customers, and we really wanted to get that into double digits. We haven't got the official results yet, but we're in that area,” he said.

“It's a testament to good creative,” he said. “We're really happy to work with VCCP on the creative, they did a great job, and Zenith. I know we've been really specific with our media buy and there's a lot of elements with what we do in performance marketing, and in the digital performance space, that were really dragging into the way that we do above-the-line media.”

Appliances Online is taking brand awareness to new heights with the brand this week officially unveiling its Legend Blimp to accompany the Legend who appears across the brand campaign.

This week, Appliances Online’s Legend Blimp made its journey from Melbourne to Sydney in five days, arriving just in time for its official launch, which took place in Sydney on Wednesday.

At 39 metres long and 11 metres wide, it's the largest and only blimp currently flying in the Southern Hemisphere.

Fleet explained that while the blimp is an unorthodox way of spreading the brand message, it is one way that brand can share its culture with its audience.

“We've got the only blimp in the Southern Hemisphere, there are 19 in the world, and we've only been going for a month and the engagement already online is amazing. The blimp just goes cap in hand with social media, and Instagram particularly. We've had great success,” he said.

Watch the Legend TVC below.

For more news:

The legend of Darren and the talking fish

VCCP and ZO get wired with Appliances Online

Rakuten makes headway into Australian market

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at sarahhomewood@yaffa.com.au

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