Información de Contacto

House of Communication Brienner Str. 45 a-d
Munich Bavaria 80333
Alemania
Teléfono: (+49) 89 2050 20
E-mail:
Sitio Web:

Florian Haller

Florian Haller

Group CEO
Alexander Schill

Alexander Schill

Group Managing Director and CCO
Markus Noder

Markus Noder

Group Managing Director International

Basic Info

Competencias principales: Digital, Móvil, Redes Sociales, E-Commerce, SEO, Web Design, Marketing Services, Promoción de ventas / Punto de Venta, Marketing directo, Experiential, Branded Content/Entertainment, Investigación de Mercado / Asesoría, Marketing Technologies / Analytics, Relaciones Públicas, Compra de Medios / Planificación, Comunicación Corporativa, Crisis Communication, Public Affairs, Eventos / Patrocinio, Marcas / Desarrollo del producto, Packaging / Diseño, Design, Visual/Sound Identity, Branding/Celebrity endorsement, Editorial / Impresión / Publicación Personalizada, Strategy and Planning, Otros, Tecnología, Servicios en línea, Negocio a negocio, Multicultural

Empleados: 4300

Premios: 848

Creaciones: 207

Clientes: 39

Competencias principales: Digital, Móvil, Redes Sociales, E-Commerce, SEO, Web Design, Marketing Services, Promoción de ventas / Punto de Venta, Marketing directo, Experiential, Branded Content/Entertainment, Investigación de Mercado / Asesoría, Marketing Technologies / Analytics, Relaciones Públicas, Compra de Medios / Planificación, Comunicación Corporativa, Crisis Communication, Public Affairs, Eventos / Patrocinio, Marcas / Desarrollo del producto, Packaging / Diseño, Design, Visual/Sound Identity, Branding/Celebrity endorsement, Editorial / Impresión / Publicación Personalizada, Strategy and Planning, Otros, Tecnología, Servicios en línea, Negocio a negocio, Multicultural

Empleados: 4300

Premios: 848

Creaciones: 207

Clientes: 39

Serviceplan Group

House of Communication Brienner Str. 45 a-d
Munich Bavaria 80333
Alemania
Teléfono: (+49) 89 2050 20
E-mail:
Sitio Web:
Florian Haller

Florian Haller

Group CEO
Alexander Schill

Alexander Schill

Group Managing Director and CCO
Markus Noder

Markus Noder

Group Managing Director International

Serviceplan China Create TVC for Haier Leader i-Case Product Launch.

Off-the-wall new campaign featuring the new i-Case refrigerator appeals to young generation of consumers 

In the first communication since winning the business in November 2019, Serviceplan China have created the an i-Case product launch campaign for Haier Leader, a sub-brand of the Haier Electrical Appliance Group in China. Following a client brief to launch a new Haier Leader product – the i-Case Refrigerator - and get the attention of young consumers by appealing to Millenials’ lifestyles and attitudes, Serviceplan China conceived an idea which links the key feature of the product to youthful attitudes – an unconventional love story where a couple break up and their refrigerator reunites them.

The iCase Refrigerator launch is aimed at young Chinese consumers in the 20-30 demographic. The brand wanted to convey a young and fashion-focussed vibe that fits with the stylish and unique design of the new iCase Refrigerator. The main feature of this new product is that the refrigerator is made up of 2 components, which can be separated into single units, and also can be combined into a double fridge. Serviceplan China created an advert which was shown on Leader’s offical Weibo and Wechat platform as well as local TV channels.

The TVC is infused with humour and attitude and tells the story of a fashionable and unconventional young couple, with added authenticity through the use of a real-life couple rather than professional actors. Showing the unique attitudes of the young generation towards love, whilst emphasising how the Haier Leader product can be integral to their lifestyle. In the TVC directed by Zhao Ning (Production house: Red Horse) a woman is seen packing her suitcase and taking her favourite belongings, which include a gaming console and her half of the i-Case Refrigerator. The cinematic aesthetic of the advert and red and blue palette, complements the contemporary design of the blue toned fridge, while a French soundtrack and post-modern Chinoiserie styling complete the post-modern picture of a tempestuous young couple falling in and out of love.

Serviceplan China CCO Chong Kin commented: “We always say ‘if you don't have a unique selling point, be the first.’ But what if we have? Our TVC idea perfectly illustrates the USP in an interesting way with an insightful young Chinese story. It's a wonderful execution for product demonstration.” 

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