|Brand||HISENSE MIDDLE EAST|
|Entrant||FLC GROUP Dubai, UNITED ARAB EMIRATES|
|Category||Durable Consumer Goods, including Cars|
FLC GROUP Dubai, UNITED ARAB EMIRATES
Why is this work relevant for Brand Experience & Activation?
As a Chinese brand in the electronics category, Hisense had the baggage of ‘Cheap Chinese and low tech imagery’ That brought with it low awareness and low shopper base. With the FIFA Sponsorship and the Experiential Activation, they redefined the landscape. Bringing the FIFA experience to Life through the activation, allowed to change the brand's perception, increasing its credibility, building premium imagery and consumer trust. Hisense received a phenomenal response, with over 30,000 participants gaining an increase in brand awareness and sales.
As a Chinese brand in the electronics category, Hisense had the baggage of ‘Cheap Chinese and low tech imagery’ in the electronics category competing with established players like Samsung, Sony & LG leading the TV Segment.
Targeted shoppers are primarily Male, Arabs (Local & Expat), Asians in the age group between 25-55 years from Mid to High income. The shopper segment loves football and watching it live on TV. During World Cup and Global sport events shopper’s motivation to purchase TV’s is higher than the rest of the year in the Middle East as they want to have an immersive TV experience.
Hisense wanted to upgrade existing shoppers of Hisense to the premium category, attract new shoppers currently buying competition brands and acquire new audience to the category.
Describe the creative idea.
Enter the consideration set of the consumers by leveraging the association of Hisense being the official sponsors of FIFA World Cup 2018, and bringing the experience to life.
The activation involved experiential and engaging activities at a prime location in Dubai (Mall of Emirates) during the World Cup matches, which helped build brand connect and see the TV's through a different lens.
The Activation allowed to change the perception for Hisense resulting in Hi Experience, Hi Impact and Hi Recall.
Describe the strategy.
The Target Group: Targeted shoppers are primarily Male, Arabs (Local & Expat), Asians in the age group between 25-55 years from Mid to High income.
-The audience that loves football and watching it live on TV.
The Approach involved, to recreate the FIFA experience by handing out the FIFA Fan Pass and allowing participants to win exclusive FIFA merchandise. They could further experience all the activities and recreate memories at the stand. The activation was targetted to attract maximum engagement and footfall to the stand helping build the brand connection. Amplify the activation through Social media contest, Live presence & on Air coverage by RJ's from popular radio channels and support from Press releases in popular newspapers and tabloid.
Describe the execution
A 10m x 10m Hisense stand was set up in the Heart of the best shopping mall in the city, Mall of the Emirates for 10 days during the FIFA World Cup matches.
The roadshow included multiple interactive experience zones that encapsulated the FIFA World Cup feeling amongst the visitors and participants.
-Registration Zone – Where consumers were handed out the FIFA Fan Pass
-Penalty Shootout Challenge - Where the participant had to score past the obstacle
-VR Spot the logo Challenge – Where the participant could get an immersive experience of the stadium and spot the Hisense logo
-VR Kick The Ball - For a chance to score a virtual goal in the FIFA stadium
-Green Screen Photo Booth - Create Memories at the FIFA photobooth
-Display of the Latest Hisense TV Product Range
List the results.
Attracted over 70% of the Mall of Emirates traffic during 10 days
Over 35,000 participants
Over 90,000 visitors and impressions
22% increase in brand awareness
44% growth in sales
72% increase in gross margin
||Director- Strategy & Planning
||Hisense Middle East
||Hisense Middle East