Traditionally in China, New Year and the Spring Festival are peak seasons for weddings, which turn December and January into a golden shopping season, especially for home electronic appliances like TVs and refrigerators.
However, the campaign, which coincides with this period, does not directly promote Haier products, but opts for an indirect approach instead. Themed 'Happy New Year, Earth', the campaign aims to establish a connection between Haier's brand and green initiatives or environmental protection.
On the campaign's official site, consumers are encouraged to post their thoughts on how to live a green life, which can also be shared through Sina Weibo, a twitter-like micro-blogging service, and other SNS sites.
Maxus China is the media agency.
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