Appliance Outlet: The Cheeky Price Dig 2

In a category dominated by giant electronics retailers with near-identical advertising, inflated “sale” pricing, and endless noise around Black Friday, Appliance Outlet had to think differently. So we launched a challenger campaign that took a cheeky dig - right on the doorstep of the biggest players in the game.

We placed bold, hyper-targeted outdoor ads directly outside the major retail chains, using playful language and visual cues inspired by their own branding to turn their scale into our stage. Each line subverted the familiar tone, typography and colours shoppers associate with those chains - instantly recognisable, but unmistakably ours.

The result? A set of sharp, tongue-in-cheek jolts in the moments people were literally walking in to overpay. By timing the campaign in the lead-up to Black Friday - when price sensitivity and competition hit their peak - we didn’t just stand out; we stole the conversation.

All anchored by Appliance Outlet’s striking, ownable green - a challenger colour that cuts through the sea of category sameness - the campaign became a local talking point, picked up by community groups, shoppers, and even the industry’s biggest players.

A small brand took on the giants with wit, precision, and strategic placement - and proved that sometimes the smartest way to win is simply to stand right outside the competition and tell the truth.