news
Haier announces major multi million pound marketing investment for 2024
T
he 2024 marketing mix will include a strong focus on TV with Haier featuring
across Channel 4, SKY, and mainstream TV programming and also across cinema advertising, featuring across alongside films such as The Fall Guy, Challengers, and Kingdom of the Planet of the Apes. The campaigns creative concept, across TV, OOH, digital and social, is set around “A gesture is a small act that can create an Extraordinary Connection’ and demonstrations a new strategic approach through emotional storytelling, ensuring that Haier’s innovative and premium products and Artificial Intelligence technology are highlighted to the right audience. The TV campaign kicked off from the 3rd week of May in the UK. 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 & cinema, Haier will maintain
an ‘Always ON’ approach to social media and digital advertising. The brand will target aspirational and urban techies across popular platforms such as Facebook, Instagram, Google, and Taboola. This multi-channel approach will ensure that Haier remains at the forefront of consumers’ minds throughout the year. PR and events will continue to play a crucial
role in Haier’s 2024 marketing strategy. The brand aims to maintain its visibility in the press for all products including the new ID Series and the X Series 11 washing machine and tumble dryer range, to continue to win prestigious awards to further strengthen its brand trust and quality perception among consumers. To reiterate this major commitment,
Haier’s multi-million-pound media investment represents an incredible 400% increase for 2024. Comprehensive 360 ATL campaign, which will further improve and increase brand awareness is to include TV, social media, digital advertising, influencer partnerships, PR, events, and cinema advertising. The TV campaign, which demonstrates a new strategic campaign approach with emotional storytelling, kick off from the 3rd week of May across Channel 4, SKY, and mainstream TV, targeting luxury home programming. Celebrity brand ambassador Nisha Katona and
other influential figures endorse Haier and drive awareness in the UK. Always ON’ approach to social media and digital advertising, targeting aspirationals and urban techies across Facebook, Instagram, Google, and Taboola Continued focus on PR, events, and industry awards to maintain brand visibility and create memorable experiences throughout 2024. Exciting and intuitive Out-of-home advertising campaign to launch in key sites across London, Manchester, and Liverpool starting from 3rd June. 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 3rd June, ensuring that Haier’s message reaches a wide audience in these major cities. Haier’s 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.
Mitchell & Brown unveils new strategy for broadening customer appeal I
ER can reveal that Mitchell & Brown is set to launch a strategic move into the
af-fordable TV sector to give its retailers a broader TV portfolio from the brand. Designed to compete with low-cost brands
entering the sector, the new range opts for a 2-year warranty with metal feet, to allow for more competitive pricing for retailers and consumers alike. With the full “CU” range encompassing models from 32” to 85” screen sizes available to retailers before the summer of sports begins in earnest, the prime 60-inch JB-
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www.ierdaily.co.uk
60CU18111 4K UHD Smart model will be available to order from June. Operations Director at Mitchell & Brown, Dan
Brown, told IER, “This is very much a new era for the Mitchell & Brown brand as we expand the TV range offering beyond our core premium and 7-year guarantee models to give retailers a premium brand name and com-pete on price with various TV brands in the market. The range maintains our high-quality standards and award-winning UK customer support for retailers and customers alike.” Features across the new CU range will include an HD screen on smaller models,
PEOPLE MAKE THE DIFFERENCE
a 4K UHD resolution on larger screens, and fully smart models running LG’s premium Linux-based WebOS operating system. TVs in the line-up differ from the 7-year range, making it a more cost- effective, affordable product whilst still offering a premium resolution dis-play in a large screen format – perfect for any social gathering. Dan added, “Listening to our loyal retailers, the
new 2-year guarantee TV range adds a valuable lower tier to our core premium 7-year models, which themselves will remain the core of the Mitchell & Brown TV portfolio and the brand. Adding the CU range expands the breadth of the brand to assist retailers in targeting the widest possible customer base. Like the ‘Big Four’ brands, we now offer a TV to address almost every sector of the TV market.”
Summer 2024
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