Hisense Nordic
Hisense is the second largest Brand in the world on TVs, white goods, smartphones and other electronic products and home appliances.
In the Nordic Countries the Hisense Brand were known by only 1 % of the population (of April 2024). The task for this campaign was to change that fact and enlighten the end users with the knowledge about these award winning PREMIUM products to an affordable prize.
This campaign manage to grow the Brand to 10 % awareness among the end users in only three month. (See data from the survey and Brand Tracking Analysis at the bottom of this page).
Above The Line Communication – DOOH (Digital Out Of Home)
The first step in the customer journey towards the Hisense Brand was to let the end user know the values of the brand.
In this case Hisense top three premium TV models had won the ultimative awards for the best televisions of the year in the beginning og 2024. The EISA Award along with the GameReactor Gaming-TV Award.
We went big to be seen everywhere. On digital screens in all shopping malls in Denmark, Norway and Sweden plus selected premium outdoor billboard sights in the three capitals.
DOOH
Owner: Hisense Nordic
Brand Manager: Dennis Rafn
Marketing Manager: Julie Stein
Marketing Strategy: Dennis Rafn and Rasmus Harnung
Art Director: Stewart Sørensen
Video / 3D / Digital Compositor: Christian Bechmann
VIDAA – The OS System on a Hisense Television
The hero banners in the top section of a Hisense television is a direct communication funnel to the end users. VIDAA have 6 changeable banners and Hisense can control all the messages and change them within the hour. The following Hero Banners have been made to promote the Hisense Brand and the large amount of white goods and other product categories. We change them regularly on a 14 days schedule.
The VIDAA OS platform have on a daily basis around 340.000 unique viewers in the Nordic Countries.
The banners can be interactive and can open up an app integrated in the OS system. This could be eg. Netflix, Prime or YouTube.
VIDAA Hero Banners
Owner: Hisense Nordic
Brand Manager: Dennis Rafh
Marketing Strategy: Dennis Rafn and Rasmus Harnung
Idea and Copy: Rasmus Harnung
Art Director: Rasmus Harnung
Digital SoMe / Instagram – Organic and paid growth
Hisense Nordic did not own either a Facebook or an Instagram account before march 2024. Within a three month period, we managed to grow our followers on Instagram to 10.700 people. Since we went from zero and wanted to grow fast, we had to fill the content in our stream up with posts – quickly. (See also under Hisense / UEFA Sponsorship). The posts was distributed both organic and by paid advertising.
Since the Hisense Brand was relative unknown in the Nordic we had to tell the story about how great the TV was, why we kept winning the No. 1 price in Europe for the best TV of the year and other similar awards in the world (Three years in a row) and what the built-in features could do for the viewer.
Static Posts
Owner: Hisense Nordic
Brand Manager: Dennis Rafh
Marketing Strategy: Dennis Rafn and Rasmus Harnung
Idea and Copy: Rasmus Harnung
Art Director: Rasmus Harnung
Video Posts
Owner: Hisense Nordic
Brand Manager: Dennis Rafn
Marketing Strategy: Dennis Rafn and Rasmus Harnung
Art Director: Stewart Sørensen
Video / 3D / Digital Compositor: Christian Bechmann
Mini Campaigns
Continuously over the year, Hisense created cooperations and sponsorships deals with other Tech and Gaming companies.
This is a cooperation with the much anticipated and hyped videogame. Black Myth: Wukong.
This was a mini campaign for Instagram and a joint venture with GameReactor, where we pushed a competition on GameReactors extensive platform towards all the gamers in the Nordic Countries.
Static and Video Posts
Owner: Hisense Nordic
Brand Manager: Dennis Rafn
Marketing Strategy: Dennis Rafn and Rasmus Harnung
Art Director: Rasmus Harnung
Video / 3D / Digital Compositor: Christian Bechmann
Display Banners and YouTube Pre-Rolls
This was our awareness driver with focus on both awareness and conversion optimization.
We expanded our audience reach by driving engagement with high-impact display banners and YouTube Pre-Rolls.
Two campaigns for Tvs and MDAs are shown beneath.
- The new U7N and U8N TV-models (2024-2025). They have each won one of the prestigefull EISA awards (Again).
- Two other Hisense white good products: Ovens and Washing Machines.
Only the YouTube Pre-Rolls are shown here. The display banners are practically all just different sizes/variants of this original video add.
Display Banners and Pre-Rolls
Owner: Hisense Nordic
Brand Manager: Dennis Rafn
Marketing Strategy: Dennis Rafn and Rasmus Harnung
Art Director: Rasmus Harnung
Video / 3D / Digital Compositor: Christian Bechmann
Adaption with master material from Hisense HQ.
Adaption with master material from Hisense HQ.
Hisense Website
Just before launch of all the above shown campaigns, we manage to finalize the new Hisense Nordic website in all four Nordic Countries.
One of the main task for this job was to turn the look and feel from and old, dusty BtB corporation website into a new direction to a BtC driven, user friendly customer journey from the end users entry to their departure.
Some of these designs created are shown underneath.
Website
Owner: Hisense Nordic
Brand Manager: Dennis Rafn
Marketing Strategy: Dennis Rafn and Rasmus Harnung
Idea, Design, Art Direction: Rasmus Harnung
External Web Agency: Ponterosa Agency (Leeds, UK)
Hisense TV Landing Page. Overview and introduction.
Hisense TV sub-page. Feature and Benefits.
Hisense TV sub-page. U8N TV-model overview
Status on Brand Awareness in the Nordic Countries, Q4, 2024
Finding 1:
Unaided awareness 9%-points increase to 10% in three month
Finding 2:
Significant increase in perception of good quality for the money
(Affordable / Premium strategy on track)
Finding 3:
Significant increase of brand awareness among our target group 18-39 year olds
Brand tracking and extensive market survey from Dentsu Research and Analysis. July 2024.
Tracking Display Banners and YouTube Pre-Rolls cross the Nordic Countries by IIH Nordic. July 2024.
Hisense HQ Europe tracking Hisense Nordic market share and performance during UEFA 2024. July 2024.
“Outstanding Performance – Top 4 in Europe – A Rising Star”.
(See also the other Hisense UEFA case under Digital).
Ocean Outdoor tracking the campaign cross the four Nordic Countries. July 2024.
Approximate net coverage of the DOOH campaign.
