Appliance Outlet: Tell them they're Dreeming

Appliance Outlet’s latest outdoor campaign brings back the lost art of Kiwi brand banter - a witty, good-natured jab at the country’s biggest appliance retailers. Developed with Art of the Possible ANZ, the campaign channels classic challenger-brand energy, using humour, proximity, and context to land its punchline. Billboards were strategically placed within sightlines of major competitors’ stores, giving appliance shoppers a cheeky reminder that the same products can often be found for much less just up the road. In a market that’s grown overly polite, this campaign celebrates the underdog spirit New Zealand is known for - proving that challenger brands can still take on the giants with creativity, confidence, and a smile.