The move comes as the Chinese white goods giant bids to improve brand awareness in Hong Kong. In particular, Haier is eyeing Hong Kong’s air conditioner market as a potential avenue for growth, with the first campaign set to launch by June.
DraftFCB GM Simone Tam said: “The heart of the challenge is perception and credibility of being a Chinese brand. Hong Kong people have not really embraced any Chinese brands - yet many products of many well-known foreign brands are made in China and people have no problem in buying them.”
Tam said Haier’s distribution channels also needed to be re-addressed. Its products are not carried at the two key major electronic retail chains - Broadway and Fortress - although a business alliance with Broadway is pending.
