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Appliance Online’s Big Brand Push, Competition Heats Up

Appliance OnlineRetailer Appliances Online (AO) launched a high profile ad campaign at the weekend employing new brand hero, ‘The Legend’ to push its customer service credentials. 

He’s starring in Appliances Online’s new TV ad, saving Australians from domestic disasters, and offering free delivery and removal.

The high profile brand campaign is also partnering with Channel 9’s Big Brother and MMM’s Grill Team and will feature across digital, radio, social, outdoor, direct, internal. 
The brand push comes as the appliance space has become increasingly competitive down under with well known retailers like JB Hi-Fi Home stores going hard on white goods, and planning major store expansion as well as offering online delivery similar to AO.


The ad campaign is being launched with with VCCP and ZenithOptimedia and is an integrated advertising campaign to showcase the e-tailer’s “legendary customer service and drive brand awareness.”

“The campaign marks Appliances Online’s first major advertising push so it’s an exciting move for our business,” says John Winning, CEO of Appliances Online.

“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.”

The campaign, handled by VCCP and ZenithOptimedia, aims to tell the Appliances Online story to a broader audience. 

ZenithOptimedia Group Business Director Julie Tilley said: “It was important that we built Appliance Online’s brand awareness within environments that would differentiate from the traditional retailer brands.”