Editors Summary:
· Haier UK & Ireland today announces a new through the line campaign
· Seeks to leverage its brand positioning to UK consumers of its premium, superior designed cooling and laundry ranges
· Featuring Channel 4 Video on Demand Direct Motion laundry campaign
· Haier will also take over iconic OOH locations nationwide including the Imax in Waterloo, alongside strong digital and social media presence
· Kicks off mid-August
Haier, the World’s NO.1 Brand in Major Appliances*…are set to launch a through the line marketing campaign to raise awareness of its premium, superior designed products across both the cooling and laundry range in the UK. The campaign has been developed by marketing agency Agent42 and is set to launch in mid-August, targeted to create awareness to UK consumers of the World’s No.1 Brand messaging.
The campaign will feature on large format and billboard, along-side Channel 4 video on Demand activity targeting the “real world lifestyle audience” as part of their Direct Motion laundry campaign with a reach of 1.4m. Further activation across digital marketing and social channels including key social media influencers and supported by a comprehensive PR activation campaign across lifestyle and tech media.
Haier will take over iconic, premium locations nationwide with OOH billboards and digital screens including of the most favourite and impactful advertising sites, the IMAX cinema at Waterloo, the biggest screen in Britain. Haier will also launch their new CSR and social media influencer marketing campaign that is built around giving back to local communities titled “Haieractsofkindness”.
Antony Peart, Director of Brand & Communications said “This through the line marketing campaign is a clear strategic commitment to our retail partners as we seek to develop the positioning of the Haier brand in the UK. We have a fantastic story to tell our UK consumers, products that provide advanced technological innovations and design to give tailor made solutions. We are aiming to reach as many people as possible through as many touch points as possible.
The Haier range is available in key retail partners including Ao.com, Currys, and John Lewis.
Source: Euromonitor International Limited; retail volume sales in units based on 2019 data.
