Winning Group unveils two brand campaigns via Step Change

14 February 2024

Media Agency: Avenue C

12 3
For Winnings and Appliances Online.

Retail entity Winning Group has launched new national brand campaigns for Winnings, lifestyle and luxury destination for the home, titled 'Welcome Home' and Appliances Online, Australia’s largest online appliance retailer, called 'Hello Appliances Online'.

These were created by strategic and creative agency Step Change and produced by Heckler.

John Winning, CEO of Winning Group, says Winning bring homes to life, and It’s what its done for more than a century.

"We’ve grown close to our customers and learned the importance of every stage and experience of their journey. Our promise to them, to provide the best experience in the world, is so they can live their best lives," he says.

Katharina Kuehn, chief neuroscience & strategy officer at Winning Group, says this new brand campaigns highlight the company's customer promise.

"We have used neuroscientific principles  to understand our customers and collaborated with Daragh Ledwidge, creative director at Step Change, and Heckler, to guide the design of our creative campaigns to be emotionally relevant," she says.

The Winnings 'Welcome Home' campaign invites customers into Showrooms to immerse in a unique multi-sensory shopping experience and to reimagine their homes at Winnings.

A golden glow extends a warm welcome and the feeling of being home at last, experienced when walking into a Winnings Showroom and being inspired by the world’s latest technologies and designs.

Advertising will be across broadcast TV, OOH transit, outdoor billboards and social. 

Harry Boileau, general manager at Winnings, says its showrooms are designed to provide the ultimate immersive & inspiring shopping experience for customers looking to renovate and make their house a home.

"As a century-old business we have continued to innovate the customer experience and the campaign showcases our transition from Winning Appliances to Winnings, a destination where customers can shop for their entire home including kitchen, laundry, bathroom, living and alfresco," says Boileau.

"This campaign demonstrates how we help our customers create a home suited to their lifestyle through our unique shopping experiences including the world’s best and exclusive appliances, cooking and coffee demonstrations and unbiased advice from our product experts."

The Hello Appliances online brand campaign demonstrates how Appliances Online and its service can come to the rescue of anyone whose faulty appliance is impacting their daily life.

It humorously highlights different scenarios of when a faulty appliance can really distract, disturb and frustrate your life and showcases the solution of saying goodbye to $#!* appliances, and hello to Appliances Online for an upgrade. 

James Bartlett, GM of Appliances Online, says the Hello Appliances Online campaign highlights how people are in need of saving from faulty appliances that are out to get them and ruin their day.

"These real life scenarios demonstrate how Appliances Online is here to keep Australian homes going when they need it the most and the campaign is driven to demonstrate why we are Australia’s most awarded and loved online appliance retailer," he says.

"This campaign also allows us to integrate some of our partner brands - Haier, Bosch, LG and Samsung - into the narrative and demonstrates how the latest appliance technologies from the world’s best brands and our unmatched legendary service offering, can help customers get back to enjoying their everyday life."


Credits:Advertising Agency - Step Change

Ashton Bishop - Chief Executive Officer

Daragh Ledwidge - Creative Director

Angie Sayer - Client Success Manager


Production - Heckler 

Production Company: Heckler

Post Production Company: Heckler

Audio Post Production: Heckler Sound

Music Composer: Elena Kats - Chernin 


Media Agency - Avenue C

Hugo Cutrone - Managing Partner 

Anna Cox - Business Director  

Karen Shin - Media Director


Winning Group

John Winning - Chief Executive Officer

Katharina Kuehn - Chief Strategy Officer

Harry Boileau - General Manager, Winnings

James Bartlett - General Manager, Appliances Online


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