AO launches documentary-style TV ad creative, which invites viewers to “shop happy”

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Online electricals retailer, AO.com, is set to launch a new multi-channel ‘Loved by Millions’ marketing campaign that sees the brand putting its customer satisfaction ratings and Facebook following of over 1.6m fans at the heart of its marketing communications strategy.

The campaign kick off with a series of new TV advertisements that feature real AO customers.

The ATL creative, which calls on consumers to join AO’s millions of happy fans, launches on 14 May and comprises four different executions. Shot and produced by Shine North, each execution has the feel of a TV access-documentary and stars a real AO customer. These include Denise (60) from Chorley, who has bought four products over the last four and half years from the online electricals retailer, and Keith (47) from Liverpool, who purchased two items from AO following a house move.

Andrew Kirkcaldy, AO.com group brand director, said: “We believe what really differentiates AO from the rest of our category is how much customers love the brand and the service they receive from us. You only have to read the tens of thousands of positive online reviews to see the words ‘first class service’, ‘excellent service’ and ‘brilliant service’ come up time and time again.”

A quick look at these online customer reviews and you can’t help but feel the love, the retailer claims. There are thousands of positive reviews exposed onao.com and even more highly scored comments on independent review sites, such as Trustpilot (9.7 /10), Trusted Shops and Google certified shops (4.8 /5 rating). These sites also rank ao.com’s service ahead of category peers such as John Lewis and Currys.

Retail industry heavyweights are also fans of the brand with the likes of Which? and Retail Week naming AO as one of the best-in-class when it comes to customer service online.

Kirkcaldy said: “We wanted to take this positive customer sentiment and bring it to life in a multi-channel campaign that not only showcases how happy we make our customers but also to tell people that there is a better way to shop our category.

“We want people who have shopped with AO to become intolerant of poor service, and to start to demand more from every other retail experience as a result of the way AO has treated them. We believe there’s no better way of doing this than getting our customers to tell our service story via a familiar and accessible TV format and translating that into a 30” ad.

“Our ‘loved by millions’ campaign will drive this message of a better way to shop electricals across a mix channels.  We will be creating a movement that encourages UK consumers to evaluate the service they receive and motivate them to start to shop happy, via PR and social media  Our ATL campaign will allow our customers’ voices to be heard on a platform with a reach like no other.”

The TV ad creative is the result of a collaborative process between AO.com’s brand team and TV production company, Shine North. The brief to Shine was to bring to life AO’s millions of customer stories by giving the ads the reality TV treatment that has become so prevalent on behind-the-scenes reality shows such as Gogglebox, How We Made our Millions (with Richard Reed), Inside Claridges, Greggs: More than Meats the Pie, and Eddie Stobart: Trucks and Trailers.

Shine North MD, Alex Connock, said: “We’ve been admirers of AO’s phenomenal growth and social media expertise for some time, and are delighted to be working with them.  The familiarity to viewers of documentary is well-suited to communicating the priority AO put on connecting with their customers. The strength of the branded content approach is always that it works with editorial genres that are familiar to viewers.”