Haier has picked up two nominations in the New Zealand Effie Awards for advertising. Brand manager Yvonne Hong said the Effies were the “premier advertising awards” in New Zealand.
“Our campaign was based around our understanding of our target market and what they cared about,
Hong said. “We knew what pushed their buttons. Young people want reliable and stylish appliances but at an affordable price tag.”
“We appealed to this demographic by taking a realistic view of their interest and engagement with appliances as a priority purchase.”
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This campaign was created in New Zealand by local agent Colenso BBDO.
“We know that appliances aren’t at the top of the list of how Gen Y would prefer to spend their money, so our proposition was that buying an affordable Haier appliance leaves you with enough money to spend on things you really want such as concert tickets, restaurants, travel and clothes.”
“We are delighted that Haier’s campaign has been recognised as among the best in New Zealand. The award celebrates beyond the aesthetic of an ad; it explores how great ideas transcend to real results and the strategy that goes into creating them. This is a huge vote of confidence for the brand. Haier is a true contender to watch for in the Australian whitegoods market.”