Haier launches campaign for revolutionary washing machine

To further establish brand in Australia.

Haier recently kicked off a national campaign across TV, outdoor and social channels for its world-first dual drum washing machine, the Haier TwinTasker TM. The washing machine allows users to wash two loads together, or separately, on independent cycles. The campaign via Special Group Australia allows Haier to further establish itself in the Australian market.

The series of five films follows a pair of flatmates, one who has been put in the friend zone. While Dan and Lucy have been living together for a few years, Lucy has no idea that Dan is in love with her. Dan seeks any chance he can get to spend time with Lucy – even doing his laundry alongside her. The overarching message is that they do everything together, but not together, together.

Haier senior brand manager, Olivia Anderson said, “We wanted to explain the innovation of this award winning product, but without the usual techno-babble that accompanies new product launches.

“It was important for Haier to relate to the consumer on a personal level, and also drive its brand personality and down-to-earth humour in what is traditionally a rather stark appliance industry. So how do you communicate two independent direct drive motors and wash cycles in a way that is relatable, and funny? For us it was clear: Together. But not together, together.”

Special Group managing partner, Cade Heyde added, “We wanted to make sure this campaign didn’t get lost in the clutter and dreariness of the category. But rather, to have a little fun with the truth of what it means to be able to wash your clothes together in a way that brings humanity and humour to a category that’s frankly, dominated by selling features.”

The Haier TwinTasker TM is now available in major electrical retailers including The Good Guys, Bing Lee, Betta Home Living, Appliances Online and Harvey Norman for an RRP $2,499.


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