Blimps: The New Billboards

  • appliances online winning
  • appliances online 3
  • appliances online 2
  • appliances online 4
  • appliances 5
  • apliances online 8
  • appliances online number 2
  • appliances online boat arrival
1 / 8
SHARE
THIS



Nine year old company Appliances Online used to rely on word of mouth to showcase its services. That is until CEO and founder John Winning came up with a slightly crazy idea.

At a sailing competition a few years ago in San Diego Winning saw a blimp that caught the crowd’s attention. “I thought, ‘Wow, what a good idea’. It’s so much different to a billboard you might drive past on the Anzac Bridge,” Winning told the group of suppliers and media partners at the launch of the Legendary Blimp in Sydney that forms part of the brand’s first major marketing push, its ‘Legendary Service’ positioning.

“I remember the day I had to tell my dad, my uncle and the executive team that I had this idea about spending a considerable amount of money bringing this blimp to Australia and I felt like a bit of an idiot at the time, but equally felt passionate about the project and thought it could really work and would give great exposure,” he said.

“There was probably a gasp of air at the executive meeting when I did it and everyone was in a bit of silence. Then they looked at each other and thought ‘nah, that’ll work. We could do that’, which is really testament to the team that we’ve got.”

Winning says the blimp really suits the brand and company. “It’s something different. It’s innovative. It brings back memories for those who are lucky enough to have seen a blimp in the ’80s or ’90s and hopefully they’re all good memories. And for the younger generation they may never have seen a blimp and I guess then it would be pretty much a UFO to those people.”

Three years in the making, the blimp has finally become a reality for Winning.

“It was pretty tough to keep the secret to ourselves for so long and certainly the secret got out when we were in Melbourne, trying to hide a blimp in the fields about a hundred metres away from The Good Guys head office.”

While suggesting journalists tend to not give Aussie retail the benefit of the doubt and think they’re doing it tough, Winning says now was the perfect time for the to launch the Legend campaign.

“We’re doing it tough because we’ve really struggled to innovate with the rest of the world. We’re well positioned and I think the industry and the survivors of the industry are the strongest retailers and the ones that really put the customer first and have a really unique offering.

“Times are starting to look up. And there couldn’t be a better time for us to launch our Legend campaign and also the blimp.”

The campaign was created by creative agency VCCP in partnership with ZenithOptimedia.

 

Please login with linkedin to comment

Advertising Standards Bureau Bendigo Bank Clemenger BBDO Sydney Lexus

Latest News

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]