Hisense Celebrate Market Gains With New Campaign Launch
Hisense are a company that’s made its way from newcomer to major player over the last decade and it celebrated that achievement at a media event in Wooloomooloo last night.
The company took the occasion, hosted by Karl Stefanovic and featuring original installation art by White Night’s Jake Stollery to show off their new Hisense 701L French Door refrigerator and detail their new ‘Excite Your Senses’ campaign.
Tania Garonzi, General Manager for Hisense Australia, told attending media that “Consumers tell us they love the engineering, thoughtfulness and innovation in our new premium range of products we’ve introduced this year, including the 4K ULED 7 Series televisions and French Door refrigerators.”
Hisense reached No.1 in TV unit share in August with their 4K ULED range has proving a best-seller for the category.
She said that the factories the company uses for the new range had found it hard to keep up with increased demand.
“We wanted a way to connect with customers once they were home which the Excite Your Senses digital platforms allow us to do,” said
“Excite Your Senses is inspired by our products, definitely, but even more so by our customers. Every story we tell now showcases how Hisense products help excite senses at home every day and in extra-ordinary ways. We are going to tell stories, share tips and inspire more great flavours, smells, textures, images and feelings which will be available through our blog, social channels, national advertising campaign and new Excite Your Senses digital newsletter,” said Andre Iannuzzi, Head of Marketing for Hisense Australia.
Iannuzzi told ChannelNews that this initiative to enhance the post-purchase experience would see chefs and culinary experts provide new insights into Hisense’s latest fridges – including the 701 French Door which premiered at the event.
The fridge features a dual-tech cooling system that allows owners to customize the middle drawer as an expansion of either the fridge or freezer section.
Excite Your Senses will also bring on-board both in-house and external talent to enhance customer understanding of the technology that powers Hisense’s 4K ULED TV range through interviews with the engineers that developed the product and informative articles written by tech journalists and experts.
With the collapse of Dick Smith helping push the company’s presence in major retailers to over 90%, Hisense have found themselves in a strong market position. However, if this new campaign proves effective, their brand will have more than strength – it’ll have sustainability and a reputation worthy of its premium products.