If you’re a savvy shopper, you know all about OzSale.
It’s where you can get everything from designer bags to bin bag —always on sale. But when a deal sounds too good, people often think it can’t be true.
OzSale had spent too much time promoting the brands they sell, rather than their own brand. This meant limited brand awareness and trust among those who weren’t in the know.
The platform ‘Australia’s Home of Real Deals’ subtly reassured shoppers of OzSale’s legitimacy, consistent discounts and wide range of brands.
Billboards across Australia showcased the breadth of OzSale’s offerings and the permanence of their sales, reminding shoppers that deals were always on.
While other brands shout about occasional sales, OzSale doesn’t have to. Our radio campaign parodied brands who make a huge fuss over fleeting discounts, positioning OzSale as the quietly confident, always-on-sale alternative.
“When your unique selling point is so strong that it ironically works against you, it’s a problem. The more people recognised OzSale, the more they trusted it. Mustard helped us overcome this conundrum with a single-minded, beautifully simple way of articulating the core of our brand, putting it firmly in the minds of Aussie shoppers who love a bargain but want to know where that bargain is coming from!”
Nitin, CFO at OzSale
OzSale went from ‘too good to be true’, to just ‘too good.’
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