In March, Haier Japan displayed a trilogy of brand interaction themed “New life, Enjoy it!”, interacting with customers through online and offline channels. From listening to observing, and to experiencing, let’s see how the show of March is presented.

1“Home Appliance in Love” videos released online on March 7, with two episodes receiving over 65,000 hits

From March 7, Haier Japan will update one episode of the novel and interesting“Home Appliance in Love” videos everyday for a month. Uchida Aya, cast of “Love Live!” and Natsuki Hanae, cast of Kaneki Ken in the Japanese animation Tokyo Ghoul will cast for various home appliances in the videos that are familiar to customers, including refrigerator, washing machine, microwave oven, rice cooker and vacuum, and interact with the five users in the stories, displaying daily scenes that are sweet and funny.

From March 7, Haier Japan will update one episode of the novel and interesting“Home Appliance in Love” videos everyday for a month. Uchida Aya, cast of “Love Live!” and Natsuki Hanae, cast of Kaneki Ken in the Japanese animation Tokyo Ghoul will cast for various home appliances in the videos that are familiar to customers, including refrigerator, washing machine, microwave oven, rice cooker and vacuum, and interact with the five users in the stories, displaying daily scenes that are sweet and funny.

In the first episode, the hero is a home appliance that is used everyday - refrigerator. When the heroine finishes her bath and opens the door of the refrigerator, the latter casted by Natsuki Hanae begins to talk in a low and calm voice. The two squabble like lovers in a close relationship. Such interesting interaction has successfully attracted a large audience, and the first two episodes have received over 65,000 hits.


Whether you are back from work exhausted, happily expecting a date, or enjoying a lazy weekend, Haier home appliances are always there with you, sharing your secrets and worries like a lover. That is the experience for a beautiful life brought by Haier.


2 Special Train of Haier Travels Around Tokyo on March 16, Introducing the Brand to 200,000 People

The Yamate-sen is one of the busiest commuter rails in Tokyo, considered as the lifeline of the traffic in the city. The flow rate of passengers can reach 420,000 every day. On March 16, when the train came into the station, people saw posters of Haier new life painted on the external wall, with slogans such as “New life, Enjoy it!” and “Haier, No.1 White Appliance”. That is the special train for Haier launched together by Haier Japan and Japan Railways during March 16 to 30. Inside the train, beside the 136 posters on the wall, the screen also displays Haier new life video on a loop. Many passengers read the brand information carefully and people in the station take photos of the train which is quite popular.


In the meantime, Haier Japan has had deep cooperation with BIC, a core channel, as part of the train interaction campaign. Posters on the train lead passengers directly to the five BIC stores along the Yamate-sen. BIC exhibits the newly launched series of prime stainless steel products this year by Haier Japan on the homepage of its website , and in stores simultaneously, gaining popularity for Haier.


It is estimated that about 200,000 people in Tokyo will know the brand as a result of the marketing activities, which will contribute 550 million yen to the sales of Haier Japan. Besides, the screen at the busy crossroad of Shibuya in Japan displays Haier new life video to passers-by, so that they can witness the solution of “New life, Enjoy it!” by Haier Japan.

3From Listening to Experiencing, the Flashing Mob Store in Tokyo Leads Users to a Beautiful Life

In the end of this March, Haier Japan will organize a flashing mob activity in KITTE near the Tokyo station, giving customers an opportunity to personally try the products and see their functionality and beautiful appearance on site, enjoying the experience of a beautiful life brought by Haier. What sparks will be ignited between Haier Japan and the customers? Let's wait and see!


From making the customers curious with online promotion activities, to the visual shock on the special train for Haier on Yamate-sen, and to bringing customers into the store near Tokyo station to have new life experience , that is the interaction scheme of Haier Japan. The three links are tied closely together, on the one hand, Haier’s brand awareness is raised as hundreds of thousands of people in Tokyo further understand that“Haier=perfect life”; on the other, introduction of prime products in the train and direction to the BIC stores have realized interconnection between different channels, which will lead directly to the growth of sales.

Copyright 2017 GE Appliances, a Haier Company
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