Haier unveils new ‘Everyday’ brand campaign as it cements its place in the local market

An example of the new Haier creative.

An example of the new Haier creative.

Chinese appliance brand and Fisher & Paykel parent company Haier has launched a new above-the-line campaign built around the tagline “Everyday Living”. The new campaign replaces the previous, award-winning ‘Live a Haier life’ activation.

“The Haier brand in Australia is growing, and the potential is exponential,” said Georgia Way in a rhyme reminiscent of the actual ad (see below). “Our objective is to leverage this opportunity by building awareness and trust in the brand to elevate our position in the customers’ mindset, and ultimately within this market.

“The launch of the ‘Everyday’ brand campaign and supporting go-to-market activity is an important step towards this goal. We have a responsibility to the industry as a whole, and our ongoing investment in the category signifies our commitment to delivering on this promise.”

The full 1-minute version of the new TVC features Haier refrigerators, washing machines and dishwashers. It focuses on how Haier appliances can tackle the everyday problems that come in ‘everyday’ Australian households. The images are overlayed with short and sharp, para-poetic copy:

The new campaign is being backed up by below-the-line activity from the newly formed, in-house combined F&P and Haier sales team, as the company explains:

Integration of logistics, sales and customer care across brands makes Haier the only value mass-market whitegoods specialist in Australia offering a comprehensive end-to-end solution that enables retailers and consumers to always deal directly with the company.

At store level, retailers are now supported by an integrated Fisher & Paykel-Haier sales team directly employed by the company to facilitate a more efficient and effective approach for customers.

Importantly Haier is the only value brand backed by 24/7 after-sales Customer Care with Haier customers having access to Fisher & Paykel’s dedicated after-sales support team and technicians trained exclusively to service the two brands.

Way confirmed that in addition to a TVC campaign, there will also be outdoor and social elements to promoting the masterbrand. New products across Haier’s several appliance categories will be released to take advantage of the increased awareness and interest.

“Our goal is to connect with the ‘everyday’ Australian customer to better understand their needs and deliver real solutions,” Way said.  “Each product and feature set within the forthcoming release is specifically designed and selected to cater to our consumers, complementing the existing range within our wider portfolio with practical, reliable, stylish and, most importantly, value-for-money products.”

After several false starts through agencies and licensed distributors, Haier firmly established itself in the Australian and New Zealand markets when it acquired a cornerstone, 20 per cent stake in the publicly traded Fisher & Paykel company in late 2009. After bedding itself into F&P operations in Australia and launching several consumer campaign to raise awareness, Haier completed its acquisition and is now a fully integrated part of the combined Fisher & Paykel and Haier company, which also includes the entry level Elba brand and the ultra premium DCS barbecue business.

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