Consumer electronics marketing agency · Surry Hills, Sydney
Marketing for electronics and appliance brands, from launch day to the shop floor
Every product launch has to work in a social feed, a catalogue and a showroom at the same time. Tonic is a full service independent agency in Sydney specialising in consumer electronics and appliance marketing, with work for LG, De’Longhi, ASUS and ActronAir. We run digital, outdoor, social, in-store and channel campaigns, and build the websites and lifecycle email behind them, turning product features into reasons to buy.
- Creative partner of record for ASUS, plus launches and activations for LG and De’Longhi
- More than 22,000 responses from LG’s WashTower activation at Westfield
- Lifecycle email on Salesforce Marketing Cloud for LG and De’Longhi
Prefer to talk? Call 1300 974 864
What electronics and appliance brands need from an agency
Features into reasons to buy
Specs don’t sell on their own. Customers need to see how a product fits into everyday life.
Launches that work everywhere
From digital and social to outdoor, in-store and retail partners, the idea has to hold up in every channel and format.
Retail teams who can sell it
Staff and retail partners need clear training and point-of-sale content to explain the range.
Promotions that cut through
Sale periods like Black Friday need clear offers and creative that still feels like your brand.
Electronics and appliance work with results
LG: WashTower activation
In-centre creative at Westfield linked to a mobile survey competition, which drew more than 22,000 responses.
Read the case study: LG: WashTower activation →
ASUS: OLED laptop launch
A launch campaign for ASUS’s OLED laptops built around three creator personas, across retail, out-of-home, digital and social.
Read the case study: ASUS: OLED laptop launch →
LG: Spin & Win
A consumer promotion where shoppers registered to spin a virtual wheel and win a discount for LG’s online store.
Read the case study: LG: Spin & Win →
Fujifilm: social and digital
A story-led social and digital campaign for Fujifilm’s X Series and GFX cameras.
Read the case study: Fujifilm: social and digital →
LG: My Reno Rules Partnership
Creative, social, email and a shoppable LG.com hub for LG’s partnership with My Reno Rules, a series that reached 4.9 million people.
Read the case study: LG: My Reno Rules Partnership →
LG: StanbyME 2 Max
A character-led watch-and-reward promotion that unlocked a 10% discount for viewers who watched in full, issuing 157 coupons.
Read the case study: LG: StanbyME 2 Max →
LG: Cooking training videos
A training series introducing LG’s new ovens, cooktops and rangehoods to staff and retail partners, now part of LG’s wider content library.
Read the case study: LG: Cooking training videos →
LG and Taronga
Website updates, social, video and event materials for LG’s ongoing partnership with Taronga, including the Hatch startup programme.
Read the case study: LG and Taronga →
ActronAir
A customer-first WordPress website that turned a brand showcase into a lead generation platform, integrated with Microsoft Dynamics 365.
Read the case study: ActronAir →
LG: Bring Cinema Home
A pop-up cinema in World Square that lifted LG’s Instagram followers 551% and web traffic 247%.
Read the case study: LG: Bring Cinema Home →
LG Local Legends
Nominations from across Australia that linked the word ‘proud’ with LG Australia for the first time.
Read the case study: LG Local Legends →
LG Freestyler
B.Wylder, a dance-mad character who launched LG’s party speaker across YouTube, social and in store.
Read the case study: LG Freestyler →
They combine creative thinking with a really practical, tech-savvy approach.
LG has partnered with Tonic for more than eight years.
Consumer electronics campaigns across digital, outdoor, social, in-store and channel
Digital campaigns
Search, display, online video and email for launches and sale periods like Black Friday, tracked to sales and enquiries.
Explore digital marketing →Outdoor campaigns
Out-of-home and in-centre creative that puts the product in front of shoppers on the way to the store.
Explore creative and advertising →Social campaigns
Paid and organic social for launches, promotions and partnerships, made for each platform rather than resized from the TVC.
Explore social media →In-store and shopper marketing
Displays, point of sale, retail activations and demos that link the shop floor to online, like LG’s WashTower activation at Westfield.
See the LG WashTower case study →Channel campaigns
Co-branded retailer campaigns, partner promotions, sell-in material and retail staff training, so the range is sold the same way in every channel.
Explore creative and advertising →Integrated product launches
One launch idea run across digital, outdoor, social, in-store and channel, produced as one kit so it holds up everywhere.
See the LG My Reno Rules Partnership case study →Websites and product platforms
AEM and WordPress websites that make ranges easy to explore and compare.
Explore AEM development →Video, training and product content
Product demos, training videos and stills that help customers and retail teams understand the range.
Explore video production →Lifecycle email and automation
Welcome, post-purchase and launch journeys on Salesforce Marketing Cloud.
Explore marketing automation →
Research
What the research says about how Australians shop
55%
of Australian shoppers use AI assistants like ChatGPT to help with online shopping.
Source: Omnisend survey of 1,027 Australian consumers34%
use AI assistants for product research before they buy.
Source: Omnisend survey of 1,027 Australian consumers40%
prefer ChatGPT to traditional search engines when shopping.
Source: Omnisend survey of 1,027 Australian consumers
Product launches now have to work in AI answers as well as feeds and showrooms, so product content needs to be easy for AI tools to read and recommend.
Why electronics and appliance brands choose Tonic
LG has partnered with Tonic for more than eight years, across its AEM website, Salesforce Marketing Cloud journeys, launches and in-store activations.
22,000+ responses from one activation
LG’s WashTower activation at Westfield linked an in-centre display to a mobile survey competition.
A partnership that reached 4.9 million
We brought LG’s partnership with My Reno Rules to life across broadcast and digital channels.
Creative partner of record for ASUS
ASUS appointed Tonic to lead its Australian creative across product, seasonal and brand campaigns, in-store and digital.
UX to SEO under one roof
For ActronAir we handled UI/UX, copywriting, SEO and website development.
How a product campaign comes together
Know the range and the retailer
Products, priorities, retailers and sale periods agreed before any creative starts.
Find the idea
One idea that works on a billboard, in a social feed and on the shop floor.
Make every format
Film, stills, digital, social, outdoor, point of sale and retail partner assets produced as one kit.
Launch across every channel
Digital, social, outdoor, in-store and channel partner campaigns go live together, tracked to sales and enquiries.
Measure and optimise
We report results by channel and adjust creative while the campaign is running.
Got a launch, a sale or a retail push coming up? Talk to the team behind campaigns for LG, De’Longhi and ASUS.
Get in touchElectronics and appliance marketing FAQs
Do you work with consumer electronics and appliance brands?
Yes. We’ve worked with LG, De’Longhi, ASUS and ActronAir on digital, outdoor, social, in-store and channel campaigns, as well as websites and lifecycle email.
Which channels do your campaigns cover?
Digital, outdoor, social, in-store and channel. Most electronics and appliance campaigns run across several at once, so we make one idea and produce every format as a single kit.
Do you run channel campaigns with retail partners?
Yes. We create co-branded retailer campaigns, partner promotions, sell-in material and retail staff training, such as the training videos introducing LG’s new ovens, cooktops and rangehoods to staff and retail partners.
Can you handle product launches?
Yes. We create launch campaigns across digital, social, outdoor, in-store and channel, with landing pages, produced as one kit so the idea holds up everywhere.
Do you create retail and point-of-sale material?
Yes. For LG’s WashTower activation at Westfield, we created installation graphics, take-home collateral and a survey competition that drew more than 22,000 responses.
Can you run promotions like Black Friday?
Yes. We developed the creative concept and digital assets for De’Longhi’s Black Friday campaigns across Australia and New Zealand, covering seven promotional offers.
Do you build websites for product brands?
Yes. We work on LG’s Adobe Experience Manager platform and built the ActronAir website. Product sites are built for large catalogues, retailer links and campaign landing pages, so new launches can go live quickly.
Do you make product training videos?
Yes. We wrote and produced a series of training videos introducing LG’s new ovens, cooktops and rangehoods to staff and retail partners.
Can you work within global brand guidelines?
Yes. We work within international brand guidelines for global brands like LG and De’Longhi, adapting them for Australian channels and retailers.
Tell us about your next launch
Share the product, the timing and the retailers involved, and we’ll come back with how we’d approach it.