Online retailer Kogan.com has launched its first television commercial, Quick Smart, created by independent creative agency Hardhat.
“For over 14 years Hardhat has been our first port of call when we have a complex marketing challenge that needed a creative solution," says Ruslan Kogan, founder and CEO of Kogan.com.
"This case was no different.”
The ad highlights the wide range of products available on its website, with more than 10,000,000 items listed on the site.
Kogan.com's business, unlike many bricks and mortar traders, has been booming during the coronavirus crisis. In March, the digital retailer grew gross sales by more than 50%.
As online shopping in Australia booms and millions of customers around the country are left waiting for products they ordered days and weeks before, Kogan.com continues to deliver "quick smart" thanks to its extensive logistics footprint of 15 distribution centres.
Whether in need of a game console, a bike, or a pizza-munching plushie, customers will find what they are looking for on Kogan.com "quick smart".
Hardhat executive creative director Glenn Dalton says Quick Smart wasn't just the creative platform for the brand, it was also the approach the agency has to take with the production.
"Without the option of picking up a camera, our creative director team, Andy and Hincey did what they could do - pick up their pens and write their way through it. And have a few laughs along the way too," Dalton says.
Kogan released sneak peeks of the first three executions of the campaign on his LinkedIn profile where the work and decision to launch a TVC was applauded.
"Great timing. With TV media rates dropping as much as 30-40% and the apparent worst of COVID-19 seemingly behind us, yet many still stuck at home, the timing of this campaign is very clever. What an opportunity to broaden the reach and extend the customer base in a very cost effective way," said one comment.
The campaign first aired from April 27 on TV, digital and social channels.
Credits
Client – Kogan
Ruslan Kogan – Founder & CEO
Casey Dunn – Director of Marketing
Agency – Hardhat
Dan Monheit - Co-Founder & Behavioural Insights
Glenn Dalton – Executive Creative Director
Chris Hince – Associate Creative Director
Andy Segal – Associate Creative Director
Kristy Richards – Strategy Lead
Gabi Raison – Account Director
Patty Campbell – Producer
Daniel Kopel – Video Editor
BangBang - Sound
Erica Frick – Producer
Media - Max & Partners
Gerard Max - Managing Partner
Debbie Light - Media Investment Manager
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