Haier has announced its comprehensive ATL (Above the line) campaign, which is a part of the company’s 400 per cent increase in its media investments, demonstrating its commitment to growing its brand presence and engaging with its target audience – its TV campaign is set to kick off this month.
The manufacturer’s marketing strategy will include a strong focus on TV with Haier featuring across Channel 4, SKY and mainstream TV programming and also across cinema advertising, featuring alongside films such as The Fall Guy, Challengers and Kingdom of the Planet of the Apes.
The campaign’s creative concept, across TV, OOH, digital and social, is set around “A gesture is a small act that can create an Extraordinary Connection” and demonstrates its new strategic approach through emotional storytelling, ensuring that Haier’s innovative and premium products and Artificial Intelligence technology are highlighted to the right audience.
As part of the ‘Haier Boost’ campaign, Haier will continue to collaborate with celebrity brand ambassador Nisha Katona and other influential figures to drive awareness in the UK.
In addition to TV and cinema, Haier will maintain an “Always ON” approach to social media and digital advertising. The brand will target aspirationals and urban techies across popular platforms such as Facebook, Instagram, Google, and Taboola.
The brand aims to maintain its visibility in the press for all products including its new ID Series and the X Series 11 washing machine and tumble dryer range.
To further enhance its brand presence, Haier will also launch an intuitive out-of-home advertising campaign in key sites across London in Canary Wharf and Stratford, Manchester Arndale and Piccadilly, and Liverpool, featuring adverts for targeting consumer’s real time. The two-week campaign is set to start from 3 June.
Haier has said this significant investment in its 2024 ATL campaign demonstrates the brand’s commitment to growth, innovation, and connecting with its target audience. With a comprehensive mix of TV, social media, digital advertising, PR, events, and out-of-home advertising, Haier is poised to strengthen its position as a leader in the household appliances market.
