Haier ad campaign will push ‘No1 in major appliances’ message

Chinese appliance giant Haier will launch a major new advertising campaign in the UK and Ireland from next weekend to push its brand positioning to UK consumers. It will run through to the end of November.

The campaign will stress the ‘World’s No1 Brand in Major Appliances’ message [source: Euromonitor International, retail volume sales in units based on 2019 data]. It will feature a Channel 4 Video on Demand Direct Motion laundry campaign and will also take over iconic venues across the country, such as the Imax in Waterloo, which has the biggest screen in Britain. This will be in addition to strong digital and social media activity.

The Channel 4 Video on Demand activity will target a “real world lifestyle audience” as part of its Direct Motion laundry campaign, which Haier says will have a reach of 1.4 million.

The campaign will feature large format and billboard advertising sites in premium locations and will help create awareness among UK consumers of the company’s ‘World’s No 1 Brand’ messaging.

Haier director of brand and communications, Antony Peart, 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.”

Haier is also running a Haier Acts of Kindness campaign on social media (#Haieractsofkindness) to recognise local heroes that have performed acts of kindness during the coronavirus pandemic for people or organisations in their community.

Followers can nominate those they feel have performed good deeds in their community. Five acts of kindness will be selected from the entries and each person chosen will be given £1,000 to donate to a charity of their choice.

A number of influencers have also joined Haier for this campaign and are encouraging their followers to share their stories. These have so far included NHS workers, ambulance drivers and organising shopping runs and supporting vulnerable neighbours.

Peart commented of the initiative: “We wanted to recognise the amazing work people have been performing up and down the country at this particularly difficult time for so many people. Haier are delighted to be able to recognise these selfless acts of kindness with donations to the nominated charities of the winners.”



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