Case Studies

HAIER ELECTRONICS CORPORATE - 2012

  • 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


HAIER
CLIMBED
HIGHER

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