Serviceplan China shows how only the new Haier Leader i-Case Refrigerator can keep this couple together
In the first communication since winning the business in November 2019, Serviceplan China has launched this i-Case product 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. The film is an unconventional love story where a couple break up only to find their refrigerator reuniting them.
The TVC 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 film directed by Zhao Ning of 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 film 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.
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.
Serviceplan China CCO Chong Kin said: “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.”
Chief Creative Officer: Chong Kin
Associate Creative Director: Wang Yifan
Group Creative Officer: Kan Wing Ho
Art Director: Jason Liu & Charlie Wang
Copy: Lisa Liu & Mao Shanshan
Planning Director: Moritz Sanner
Business Director: Erin Lee
Associate Account Director: Schneider Shi
Senior Account Executive: Elena Liu
Production House: Red Horse
Director: Zhao Ning
Stylist: June Jiang
Composer: Smile Studio