Appliance Outlet channels the underdog spirit in playful new campaign

Just in time for Black Friday, Appliance Outlet has launched a playful new outdoor campaign this week.

It takes a tongue-in-cheek aim at New Zealand’s biggest appliance retailers – reminding Kiwis that paying top-shelf prices for the same products simply may not make sense.

Based in East Tamaki, Auckland, Appliance Outlet offers one of New Zealand’s most extensive ranges of brand-new, refurbished, and factory-second appliances. The collection spans everything from kitchen and laundry essentials to televisions and heat pumps.

The business sources brand-new imports with full warranties, retailer returns, and exclusive ‘box-damaged’ stock that’s been carefully tested by its team of in-house technicians.

Rooting for the underdog

The campaign was developed in partnership with independent marketing consultancy Art of the Possible ANZ, a collaboration born from a connection formed at the Auckland Business Chamber.

It uses context-driven humour to draw attention to price competition between Appliance Outlet and the big-box chains dominating the market.

The creative has been designed to reflect New Zealand’s love of friendly banter amongst peer groups: our instinct to root for the underdog, and our pride in challenger thinking, says the Art of The Possible.

The outdoor media buy has placed billboards and posters in close proximity to the major competitors’ stores surrounding Appliance Outlet’s East Tamaki base.

Contextual positioning

The outdoor designs uses the signature green colour of Appliance Outlet’s flagship store.

The placements were chosen to catch the eye of appliance shoppers considering, or en route to those larger retailers. They aim to provide a subtle reminder that the same products can often be found for much less just up the road.

Russell Clements, owner of Appliance Outlet, says the campaign celebrates the brand’s playful challenger mentality while staying true to its values of honesty, value, and sustainability.

“We know Kiwis appreciate straight-talking value – and a bit of humour. This campaign reflects exactly that. Working with Adam [Brami] and the team at Art of the Possible, we wanted to have a little fun while reminding people that there’s a smarter, more sustainable way to shop for appliances. Every item we sell has been tested, guaranteed, and priced fairly – so the only thing we cut corners on is price.”

Banter between brands

Adam Brami, director of Art of the Possible ANZ, says the campaign reflects a confidence and competitiveness rarely seen in New Zealand advertising today.

“Offshore, you tend to see far more head-to-head banter between brands – a bit of healthy rivalry that keeps categories interesting. In New Zealand, we’ve grown more apologetic in how we market ourselves, which probably reflects our good-natured personality as a nation. But it wasn’t always that way. From Energizer versus Duracell to rivalries between grocery chains, car brands and carbonated drinks, competitive tension was once a more prevalent avenue for driving creativity and consumer choice.

“What I love about this campaign is that it taps back into that spirit. It’s a reminder that challenger brands can call out the category leaders with wit, warmth and good-natured Kiwi humour. At the end of the day, New Zealand is a challenger brand on the global stage – a nation of underdogs who love to punch above our weight. That spirit is part of who we are, and it’s what makes campaigns like this so distinctly ‘us’.

“It’s so commendable that Russell and his team have had the bravery to channel that challenger energy – to show that taking on the big players can be done with confidence, creativity, and a smile. I think they should be applauded for doing exactly that.”

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