Zimmerman's New "FOBO" Campaign For hhgregg Aims To End Consumer Shopping Woes
Retailer easing buyers' remorse through unmatched selection, service and price
Jul 28, 2016, 02:18 ET
FORT LAUDERDALE, Fla., July 28, 2016 /PRNewswire/ -- Zimmerman's newest campaign for the retailer aims to address the "fear of better options," a cultural occurrence in which consumers feel paralyzed by choice and are often left overwhelmed with guilt, wondering if they really explored all of their options during their Omnichannel purchase process.
Zimmerman's campaign – ("FOBO") was developed from the research behind the cultural anxiety commonly known as FOBO. 69% of Millennials currently experience feelings of fear that better options may exist elsewhere (Compare Metrics and e-tailing group, 2014).
"FOBO is the perfect frame to express our client's commitment to having unmatched selection, price, and service experts that help consumers make the very best decision, any where, every time," says Jim Heidelberg, Chief Client Officer of Zimmerman.
According to Pryia Parker, founder of Thrive Labs, there's also a strong link between those who disproportionally suffer from FOBO and those who lack an internal vision for their decision-making. Furthermore, 80% of shoppers look online for appliance information before they walk into a store to purchase, according to Synchrony Financial Study, June 2015. Consumers who are left with very few products to choose from online to making their selection in the store are often leaving stores in debilitating remorse, wondering if they saw all possible options.
"The insights we collected solidified the consumer connection with what we have to why it matters," says Michael Angelovich, Chief Strategy Officer of Zimmerman. "hhgregg's huge selection addresses consumers' angst of making the wrong decision for a high ticket price item."
Because the insight is based on a real emotional sense, this 1:50 piece of content (extension of overall campaign) is in the form of an OTC/DTC parody which aims to "cure" FOBO by offering consumers the largest selection of appliances compared to any other competitor on the market. See the "What is FOBO" spot here: https://www.youtube.com/watch?v=LLKZvsssNcw
The initial campaign video ran in May and has already gained 1.4 million views on YouTube. https://www.youtube.com/watch?v=mFAtSPt42Co
"Retailers who offer more carry more of a competitive advantage," says David Nathanson, Chief Creative Officer of Zimmerman. "This campaign brings that into light and shows how hhgregg is the ultimate provider of appliances, both online and in the store.
"This work not only pushes the boundaries of where appliance advertising has gone in the past, but also paves the way for greater growth within the category," added Jordan Zimmerman, Founder and Chairman of Zimmerman.
In 2007, hhgregg named Zimmerman as lead agency for the brand's creative, media planning and buying. After a brief stint at Leo Burnett, the client returned to Zimmerman with an even greater commitment to growth and appliance leadership.
Agency Credits: Michael Angelovich, Chief Strategy Officer, David Nathanson, EVP/Chief Creative Officer, Jesse Potack, VP Lead Creative Director, Chad Garcia, VP Creative Director, Dan Gitlitz, VP Creative Director, Scott Katz, Sr. Copywriter, Drew Umland, Sr. Editor/Designer and Richard Nez, EVP Director of Broadcast Production and JSM Music.
About Zimmerman Advertising
Zimmerman Advertising, an Omnicom Group company, is the leading integrated, retail agency in the country. Zimmerman's clients represent some of the most prominent retail brands in the country, including hhgregg, Nissan, Party City, Dunkin' Donuts, Tire Kingdom, AutoNation, Boston Market, Advance America, Five Below, Smokey Bones and Michaels. Headquartered in South Florida, the agency has retail service offices throughout the country, including New York, Los Angeles, Chicago, Dallas, Atlanta, and Nashville. For information on the agency, visit http://www.zadv.com.
About Omnicom Group
Omnicom Group (NYSE: OMC) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.
Video - https://www.youtube.com/watch?v=LLKZvsssNcw
Video - https://www.youtube.com/watch?v=mFAtSPt42Co
SOURCE Zimmerman