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Appliances Online unveils rebrand and new marketing campaign

Thursday August 29th 2013

Online white goods retailer Appliances Online has rebranded as Ao.com as it embarks on its biggest national marketing campaign to date.

Ao.com, the UK's largest online white goods specialist, said the shorter name would be easier for consumers to remember and would help the company as its looks to expand its category ranges beyond white goods.

Chief executive John Roberts said: “Our ambition is to take the Appliances Online business beyond the white goods category and Ao.com offers us a snappier, shorter name that not only resonates with the consumer but also works well across all of our platforms and potential categories.

“This new brand identity truly reflects the ethos of our business, and the fact that it is our people that have made us a success with their unwavering commitment to delivering great customer service. The new name Ao.com and the refreshed brand identity with the smiling face marque demonstrate this commitment to the customer and emulate all that is good about the business.“

The national TV campaign, running across daytime and peak time slots, comprises of two executions in which the viewer is introduced to the “joyously obsessive world” of AO.com, where the staff and company are devoted to happiness and amazing customer service.

The first execution, Joyous Obsession, features Barry, an AO.com employee who is obsessed with white goods. It ends with him unveiling a new washing machine to an adoring hoard of AO.com workers. ‘Dave’s first day’, the second execution, follows a new employee on his introduction to the company where he learns about the company’s everyday mate’s rates and next day delivery offer.

Both ads are accompanied by the Ramones’ Blitzkrieg Bop and are running across ITV, Sky and Channel 4 and Channel 5 throughout August and September.

The new Ao.com brand identity was developed by 10 Associates with the advertising handled by BMB.