Appliance retailer Goemans is leveraging the power of video to reach its Ontario-based target audience and send a clear message about the reliability of its products.

Cairns Oneil led media and execution for the new campaign, which showcases the dangers of bad appliances as part of a brand repositioning for Goemans, which is looking to inject more personality into marketing that was previously heavily focused on product selection and expertise.

Zain Zaidi, digital strategy director, Cairns Oneil tells MiC the buy takes a video-first approach to raising mass awareness among a core audience in Ontario.

Goemans is a very Ontario-focused company. It has eight stores in eight markets in the province. For this campaign, the company is targeting older audiences of 35 to 64 years old who are pragmatic shoppers and looking for upgrades when it comes to their appliances.

The agency leveraged a multi-station buy within Ontario, focusing – where possible – on local Toronto stations, expanding into London and Kitchener, as well as leveraging some of the more provincially-wide covered stations such as CTV, Global, Sportsnet, CPT4 and CHCH.

The agency also used video-on-demand offerings and extended its video-first approach into online formats focusing on high-scaling platforms, like YouTube.

Outside of video, the agency leveraged programmatic digital OOH, focusing impressions where Goemans’ clients are most likely to be. These ads continued the creative concept of people turning into “bad people” when their appliances fail, using headlines such as “Prevent dryers remorse,” “Stop nuking your patience” and “Rinse away dishwasher resentment.”

It also used Facebook, Instagram and Pinterest, as well as lower funnel tactics such as search, to complement the approaches on other platforms.

“We had a significant programmatic investment where we were able to leverage that targeting and understand those behavioral triggers to find the right consumers,” Zaidi adds.

The Garden managed the creative strategy and production.