Haier and TBWA\New Zealand bring Australian Open action inside the home

TBWA\New Zealand and Haier have launched the next evolution of Haier’s Australian Open partnership campaign.

It includes a new hero TVC and three supporting product films that brings the appliances to life with a tennis-inspired twist. 

Building on the earlier OOH work that placed Haier appliances centre-court, the new spot brings the action inside the home.

It features a set of appliances rally through a full “set”, bouncing energy between the oven, dryer and heat pump, while the household cat watches on like a true Australian Open spectator. 

The full suite will run throughout the Australian Open across TV, BVOD and social. 

High performance brand with a playful side

TBWA\New Zealand chief creative officer Shane Bradnick says: “Haier is a high-performance brand with a playful side and this campaign hits that sweet spot. By blending product performance with a bit of AO energy and personality, we’ve created work that feels fresh, fun and unmistakenly Haier. It’s the perfect way to bring their AO partnership to life on screen.” 

Haier Australia & New Zealand head of marketing Alex Smith adds: “The Australian Open (AO) is one of our most important brand moments. This campaign displays our products in a way that’s appealing and brings our tennis partnership to life with energy and entertainment. 

“The AO is a big event for Haier, Australasians, and tennis fans worldwide. Showcasing our appliances in the middle of the action, at the family home (where most people enjoy the Australian Open), it lets us demonstrate performance in a distinctive way. We’re thrilled with how TBWA\New Zealand has captured the energy of the AO and the heart of the Haier brand.” 

The campaign went live across Australia and New Zealand on January 5 in the lead up to the Australian Open which began on January 12.

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