Living up to a slogan. Haier

Challenge

To make an impact for a new brand in one of the world’s most product-saturated environment, the Consumer Electronics Show (CES).

Insight

Consumer loyalty is built on feeling that one’s needs are being met. Instead of telling consumers about our products, why not let them tell us what they want from them?

Solution

In order for Haier to perform well in the US market, they first needed to stand out at the world’s busiest trade show.

Big brands tend to focus on displays and products at CES. So we took the opposite approach. Inspired by Haier’s brand positioning - "Inspired by you. Made by us" - we asked consumers to tell us about their electronic needs in their own words.

We developed a set of experience guidelines for Haier, to help create a presence that encouraged interactivity. Visitors to their stand were invited to share product suggestions on an "Idea Wall". And product ranges were given context in "Slice of Life" film vignettes, which depicted different lifestyles based on real customer experiences. Haier was able to showcase innovative products and the inspirations behind them.

Results

Haier enjoyed considerable media attention because of the visible consumer feedback that the stand attracted. 

This, in turn, helped increase brand awareness amongst the key consumer target group.