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CHALLENGE:
- Haier’s sales were growing worldwide, but in Pakistan they were facing fierce competition from the category leader
- The brand was not a preferred choice in the consumer’s consideration set
OBJECTIVES:
- Weave and launch a new brand essence through a corporate campaign
- Follow up with product campaigns that originate from and substantiate the corporate brand’s claims
- Make Haier the #2 brand in Pakistan
BIG IDEA:
Haier Eco-Life:
Smarter Life = Better Planet
- Through deeper insights into living, Haier creates capable technology that inspires as Eco Friendly
RESULT:
- #1 status in ACs and Washing Machines
- #2 status in Refrigerators
- #3 status in Microwave Ovens
- Over all becoming the #2 brand in the category climbing up 4 spots in one calendar year
- Won the PAS award for best campaign
