Fisher & Paykel: Live A Haier Life
Category: Consumer Durables Hardest ChallengeAgency: Colenso BBDOClient: Fisher & Paykel
Summary
Since its entry into the market eight years ago, Haier had seen consistently low brand measures, poor sales results and consequently little retailer support.
With an honest and highly differentiating story, the 'Live a Haier Life' campaign found an opening into the untapped younger market.
The acknowledgement that Haier's products were not the stuff of daydreams, was an incredibly brave move, but one that paid off.
Not only have all brands and sales scores well exceeded...