We were tasked with selling the range-topping Laser TV, from consumer electronics brand Hisense. This was a challenger brand that most consumers were unfamiliar with.
Better Insights
Research told us that the price point was in line with high-spec TVs from trusted brands like Samsung and Sony. Consumers could be forgiven for choosing a well-known name. The insight was to reframe the product, not as a TV, but as a home cinema solution. This placed Hisense back into the comfort zone of its challenger positioning, because in the context of home cinema, the Laser TV was affordable.
Better Ideas
The insight led us to one big idea: ‘Cinema Everything’.
This told consumers that a Laser TV would give them a cinema experience, every day, no matter what they were watching, from Netflix to Corrie to Call of Duty.
Immersive Home Cinema
The campaign had to show the scale of the screen and the immersive cinema experience it delivered. The execution showed a Laser TV in a sitting room where the walls of the room were falling away to reveal the world that was playing on the TV. One version had Formula 1 on the screen, so the walls were falling down to reveal a racetrack.
Better Results
The campaign exceeded UK sales targets and delivered an ROI over 380%. It was so popular at Hisense, that it was adopted by other global markets, including Nordics and Germany.
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