Haier selects TBWA\NZ to support tennis strategy

Haier has appointed TBWA\New Zealand as its agency partner to strengthen the brand’s presence around global tennis, beginning with work linked to the Australian Open.

The partnership aims to develop a fresh approach to how Haier communicates its design and product philosophy to audiences in Australia and New Zealand, ahead of a broader campaign scheduled for the summer tennis season.

Haier seeks new direction in brand storytelling

Katrina Glenday, executive vice president, product lines and marketing, Fisher & Paykel Appliances: “We’re delighted to appoint TBWA\New Zealand as our agency partner to support Haier’s commitment toward global tennis. Their disruptive thinking and collaborative energy stood out from the start. We were looking for a team that could help us think differently about how we connect Haier’s story of innovation and design with audiences across Australia and New Zealand –– and TBWA\NZ delivered exactly that.”

Alex Smith, head of marketing in Australia and New Zealand, Haier: “The Australian Open is one of Haier’s most exciting global partnerships, and this work marks a bold new chapter in how we bring that to life locally. TBWA\NZ have captured the spirit of the AO and the essence of the Haier brand –– blending performance, style, and innovation in a way that feels fresh, distinctive, and unmistakably Haier.”

Creative launch introduces wider campaign rollout

The initial work forms part of a larger campaign that will continue into January. Shane Bradnick, chief creative officer at TBWA, said the assignment offered an opportunity to articulate Haier’s challenger mindset. “Haier is one of those rare brands that blends real-world purpose with a challenger mindset. The Australian Open work was our first opportunity to bring that spirit to life –– positioning Haier’s innovation and style in a bold, unexpected way that makes people look twice.”

Catherine Harris, chief executive officer, TBWA\New Zealand: “Haier is in more homes than any other appliance brand in the world –– but their ambition is anything but ordinary. We’re thrilled to partner with a brand that’s hungry for growth and ready to do things differently. This is just the beginning of what’s to come.”

www.haier.com

www.tbwa.co.nz

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