Hisense, the innovative Chinese electronics giant, had suffered from a misguided customer perception of being of inferior quality compared with other, more desirable refrigerator brands such as Samsung, LG and others. The challenge before us in launching the new Hisense refrigerator collection was to change the brand’s perception from an underdog to a coveted brand, on par with other leading brands in its category.
We tapped into the global trend of turning the kitchen into a design element reflective of its owner’s fabulous, contemporary design aesthetic. We leveraged the fridge’s main strength– its chic design – as a leading value and assumed ownership over the kitchen’s styling and design. The campaign we created focused on the Hisense black fridge and integrated the world of fashion and food appeal with sexy, sensual images combined with headlines that emphasized the novel visual experience which the Hisense fridge brings into the kitchen.
A differentiated strategy which assumes ownership over the kitchen’s styling and design. TV commercial and endorsements which empowered the message with striking visualization. A digital video campaign using new tools. A diverse digital toolkit: banners, bumpers, freerolls and more. A story campaign on Facebook and Instagram which strengthened the connection to the world of fashion.
An increase in the intent to buy of the Hisense brand.
The brand perception has undergone a 180-degree reversal and is associated with luxury and covetedness. A 30% increase in sales of Hisense brand refrigerators.
We helped customers envision how a Hisense fridge would fit into their homes and upgrade their kitchen aesthetics by using augmented reality technology.
We helped customers envision how a Hisense fridge would fit into their homes and upgrade their kitchen aesthetics by using augmented reality technology.
We used an intelligent digital questionnaire to collect data about customers’ needs. We then targeted customers through personalized banners based on customers’ specific needs and wants.
We used an intelligent digital questionnaire to collect data about customers’ needs. We then targeted customers through personalized banners based on customers’ specific needs and wants.
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