Technology is a great enabler but can be complicated as it is often not as simple and reliable as we would want it to be. Haier believes that the best technological innovations are often inspired by real-life user needs to solve complex technical problems behind the scenes, but should be presented in a simple and easy to use experience. In October 2018, we launched the new Haier Easy Connect LED TVs (B92OOWB series). They come power-packed with the Smart Share feature, which gives the Android mobile users a smart way of screening their smartphone content on the large screen without wi-fi network.
When it comes to campaigns, Haier displays originality and innovation in the overall conceptualization and execution. Following the core brand philosophy of Inspired Living, the company derives inspiration from listening to the consumer needs to create solutions that complement their evolving lifestyles. The idea for the Easy Connect TV series ad campaign came from the understanding of how different users comprehend and interact with technology in their day-to-day lives but still, need a simple, hassle-free, and easy to use interface for their entertainment needs on the television.
Campaign conceived.The new TVC is a reflection of how Haier mirrors the user’s values and convictions. The TVC showcases the endearing relationship between a daughter and father emphasizing on how today’s generation is more technology savvy and influential in making purchase decisions for the family. The story follows a typical Indian family going through the process of buying the perfect TV for their home. Highlighting the features of the new Haier Easy Connect LED TV range, the commercial shines spotlight on its Smart Share (Miracast) feature that gives the Android mobile users a smart way to stream their favorite content from the comfort of their couch.The TVC created a stronger connect and preference among customers while building a strong brand recall for Haier in the category.
Brand ambassador short-listed and selected. Haier believes in communicating the real user benefits of its products in the most effective and relevant way through the campaigns. The communication strategy revolves around highlighting the product features in a manner that resonates with the consumers.
Key message.The TVC primarily focused on the user benefits of having an LED TV that comes power-packed with easy connect feature giving Android mobile users a smart way of screening their smartphone content on the large screen without wi-fi or Bluetooth connectivity.
Tag line.Inspired Living
Target audience.The ad campaign was conceptualized to target customers who do not want any technology hassles with internet connectivity when it comes to entertainment.
Positioning statement.Deliver innovation led simplified solutions for easy connectivity for entertainment. The company wanted to position the brand and the product as the next-gen solution that enhances user experience by enabling streaming of their favorite content from their Android phones using mobile data on their Haier TV through the built-in Smart Share (Miracast) feature.
Medium and media schedule. The TVC was aired on leading TV channels including prominent GEC, movies, news, and sports the TVC was also aired on key regional channels in languages like Bengali, Kannada, Malayalam, Punjabi, Tamil, and Telugu. The overall marketing campaign had a multi-prolonged approach through various platforms, such as electronic, print, and digital. The airtime of TVC was 33 seconds only.
Vision ahead. Haier today offers a host of world class products and has a presence in almost all segments of HA and consumer durables. The brand will further strengthen its position as a front-runner in the industry with technology advanced products to cater to the diverse needs of the consumers in the country. Haier aims to be a USD 1 billion company along with being the third largest player in its segment by 2020.
Senior Vice President – Sales and Marketing,
Haier Appliances Pvt Ltd.
“Haier has always aimed at showing its commitment to inspire customers with the latest products. These initiatives are aimed to further reinforce Haier’s corporate philosophy of Inspired Living and positioning Haier as a market-driven and consumer-focused company. We launched our Easy Connect TVC with an aim to highlight the product benefits of the recently launched TVs with consumers’ lifestyle at the core. Through the TVC Haier aimed to reinforce and strengthen the brand connect with the consumers and educate them with the benefits of easy connectivity.”