News

Zimmerman campaign targets consumers suffering from unique fear

August 3, 2016

Zimmerman Advertising has launched a retail campaign for hhgregg, targeting shoppers who struggle with “fear of better options," or FOBO.

The campaign is intended to target the 69 percent of millennials who report anxiety when making purchase decisions, a statistic cited in a Compare Metrics study.

"The insights we collected solidified the consumer connection with what we have to why it matters. Hhgregg's huge selection addresses consumers' angst of making the wrong decision for a high ticket price item," said Chief Strategy Officer Michael Angelovich.