Haier UK launches new multi-million pound marketing campaign around tennis tournament

Haier UK has announced the launch of a new multimillion-pound marketing campaign to kick off their official tennis partnership with some of the world’s greatest tournaments.

The brand and marketing campaign centres on the message –  “to be the number one you need vision and the courage, knowledge, and capabilities to follow it. This is Tennis, this is Extraordinary, this is Haier…official gold partner and sponsor of the ATP tour.”

The campaign will cover the Cinch Championships, held at Queens club in London, which is one of the most popular and longest-running ATP Tour tennis events, Haier UK says.

A radio campaign will run across all London FM stations: Radio X – Classic FM – Smooth Radio & Capital London. The promo airtime will be across all four London radio brands featuring alongside a solus email and online competition.  Alongside this will be feature print advertising in the Metro each day of the week of the championships with a full front cover wrap and digital takeover on Friday 23rd June.

There will also be an extensive OOH campaign with a two-tier approach from 19th June to the 2nd of July, targeting specific underground stations within the vicinity of Queens Club, to capture event attendees and drive awareness of the Haier brand values. The stations include Barons Court, Kensington Olympia, Sloane Square & Green Park, Bond Street (56 screens), Green Park (80 screens), South Kensington (46 screens), Victoria (58 Screens). This will also be supported by a London taxi takeover with a full vinyl wrap. The London Taxis will drive around the surrounding areas of Queens club, Kensington, Hammersmith, Chelsea, Sloane Square and Mayfair – for brand awareness and stand out in June and July.

Inspired by the expert practice of keeping tennis balls in a refrigerator for optimal pressure and bounce, there will be an art installation that centres on the Haier Cube 90 Series 7 for visitors to have photo opportunities and create social media content. The art display will be at Queens Club for the week of the Championships, Haier UK said.

Further marketing can be seen in Wimbledon with a fleet of branded pedicabs that will escort guests to and from Wimbledon running from the 3rd July to the 7th July, each electric pedicab will have on board a 21” monitor featuring Haier content.

There will also be a 4-week campaign of London centric targeted digital adverts to capture the targeted Haier demographic and tennis enthusiasts, reaching 15 million consumers across Meta and Google display ads.

Antony Peart, Director of Brand & Communications said: “The new campaign is the biggest ever launched in the UK. It is another clear strategic commitment to the Haier brand. And gives a huge platform to display the Connected Home message to consumers, across a whole range of touchpoints. Through the power of tennis, the Haier Brand is getting closer to customers attracted by outstanding performance, tailor-made, smart and ecosystem experiences.”