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Appliances Online Unveils Rebrand And New Marketing Campaign

Monday, 02 September 2013

The UK’s largest online white goods specialist, Appliances Online, has rebranded as ao.com.

The online retailer, which was named Best Pure Play Etailer in the 2013 Paypal Etail Awards and delivers around 20,000 appliances every week, has revealed the new name, logo, brand identity and a TV advertising campaign as it embarks on a new national marketing campaign – it’s biggest to date.

CEO, John Roberts, says that the new name is shorter and easier for consumers to remember when they are buying or researching white goods and appliances: “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.  We are facing the future with a confident, charismatic, iconic and fun brand.  We couldn’t be in better shape.”

New product categories now available from ao.com include vacuums and floor cleaners, coffee machines, mixers and food processors, small electricals and microwaves.

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.

Established in 2000, ao.com is the UK's largest online appliance specialist.  Today the brand delivers around 20,000 appliances every week, with customers able to order products any time before 10pm, 7 days a week for next day delivery at their convenience.  The user-friendly website provides impartial advice on each and every product it features, and guarantees to either price or product-match any appliance, ensuring ao.com’s customers have absolute confidence when making a purchase.  

The new ao.com brand identity was developed by 10 Associates, BMB has developed the advertising work and Mediacom has delivered media buying support.

For more information visit www.ao.com




Notes to Editors

  • DRL Limited, ao.com’s the parent company, was founded in 2000 as an online kitchen appliance retailer by John Roberts, who remains CEO of the company today. ao.com was the company’s first e-commerce website
  • DRL now has over 4,000 kitchen appliances for sale, with the majority in stock and ready to be delivered from its 360,000 sq ft warehouse, meaning that appliances are ready to be delivered within 24 hours of customers placing an order
  • In 2004 Sainsbury’s became DRL’s first client, closely followed over the next six years by brands including Boots, Marks and Spencer, Next, House of Fraser, Debenhams, Screw Fix, Empire Direct, Argos and B&Q
  • DRL also owns distribution company Expert Logistics, who specialise in the two man home delivery of white goods. As well as DRL, its clients include Electrolux, Bosch, LG, Glen Dimplex Home Appliances, Hoover Candy and Beko.