Summary
Haier is a leading global home appliances and consumer electronics company who were looking to build affinity among women consumers in India. They conceptualised a campaign around less recognised female athletes and ITW Universe helped identify the right talent for Haier’s TV commercial.
The brief
The primary aim was to build brand awareness for the newly launched Haier Washing Machine and communicate its unique feature of “noiselessness operation” through a TV commercial.
What ITW Universe did
The messaging was about ‘Silent Performers’ - athletes who have excelled but not received as much fanfare as in more popular sports. ITW Universe identified and on-boarded sporting talents that fit that messaging to stitch together the advertisement accentuating the lives of India’s leading sportswomen - Dipa Karmakar (Artistic Gymnast, Olympian, Khel Ratna Awardee), Hima Das (Sprint Runner, Arjuna Awardee), and Simranjit Kaur (boxer - qualified for the Tokyo Olympics) and also facilitated the shoot logistics and execution.
Results
The advertisement received positive feedback from the public generating nearly a million views on YouTube and during the campaign period, the brand saw a growth in their share of voice - it increased from 22% to 53%. The campaign also won Gold in the Household Appliances category at the Campaign Media 360 Awards 2022.
Services involved: Branding & Activations
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