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Client / Hisense
Job / Case Study
Location / UK,US,ANZ,Gobal
Year / 2019 - Present

Growing a challenger brand across global markets

A surprised man with glasses and a fleece vest stands in a modern kitchen, reacting dramatically.
Three men observe a Hisense TV display on a retail wall marked “ULED Mini-LED,” discussing its features.

Bringing premium tech to the masses By tapping into culture

Hisense. One of China’s most established TV and home appliance manufacturers. But outside of China, in key growth markets, the brand was very much a challenger. In a competitor set that dwarfs their saliency, reach, and media spend.

To win hearts and minds across the Americas, Europe and APAC, we identified that Hisense needed to tap into cultural insights.

In the US, UK and Australia & New Zealand (ANZ) markets, we distilled the Hisense corporate proposition into regionalised brand platforms that reflected the personalities and behaviours of each market’s consumer.

3 Markets.
3 BRAND PLATFORMS.
ONE CORE DNA.

Unique in articulation but with a central red thread — the growing demand for authenticity amongst savvier buyers.

While Hisense can’t compete on reputation, we focused on where they could win — relevance. Starting a mission to become the most relevant tech brand in all markets.

We played out the brand’s promise to bring premium tech to the people. This required a complete redesign of the brand. From content strategy and tone of voice to its visual world and brand behaviour.
A split-screen image showing a man watching a sports game, with confetti overlayed, and a “100 Day No Regrets Guarantee” promotional sign.

INSPIRING THE UK TO ‘CHOOSE SMARTER’

In the UK’s financially frugal times, Hisense’s value proposition has never
been more compelling. And with a renewed consumer ambition to be smarter shoppers, Hisense is the smart choice.

We developed a new brand platform for the UK market: Choose Smarter. Blending brand, technology, value and cultural relevance under one reason to believe.

Creating Hisense UK’s first ATL campaign, the platform has been activated across
two phases: TV and kitchen appliances. Continuing to enhance the brand’s
premium perception.
A collage of stills from the Hisense ad campaign featuring scenes from a video call, dramatic expressions, and comedic moments.
Dwyane Wade smiles in a suit while seated in a warmly lit room, next to bold text reading “Dwyane Wade Guarantee.”

APPEALING TO AMERICA
TO‘LET’S GET REAL’

America’s home electronics category is dominated by brands making overblown claims and manufactured hype.

To cut through the noise and resonate,
we created a whole new creative platform:
Let’s Get Real. Positioning Hisense as the straight-talking tech brand.

Reaching people with over 100 influencers alongside straight-talking TV star Joel McHale and no-nonsense NBA legends Dwyane Wade and Jayson Tatum. Cutting all the usual jargon to get to what’s real: great quality tech at affordable prices. Communicated across multiple channels, catering to the customer, and keeping it real.
A Hisense billboard in an urban setting displays a message: “If you’re not satisfied, return it. No regrets,” featuring bold branding and vibrant visuals.

ALIGNING TO AUSSIE CULTURE ‘JUST MAKES SENSE’

Our rivals were culturally at odds with Aussie humour and sensibilities. So we set about winning over new customers by showing Hisense as the straight-talking tech brand that shares their no-B.S ethos and values.

While other brands speak pompous gibberish and jargon, Hisense just makes sense. Brought to life with the region’s first
ATL campaign, alongside developing their sports partnership with the NRL — the nation’s pastime.

67% INCREASE

of consideration year-on-year
Hisense_USA

32% INCREASE

of awareness year-on-year
Hisense_USA

THE ONLY TV BRAND
IN GROWTH

in the past 3 years
Hisense_USA

10% UPLIFT

In brand recall
Hisense_UK

11% INCREASE

in share of search
Hisense_UK