TBWA\New Zealand has been appointed by global appliance brand Haier in New Zealand and Australia following a competitive pitch.
Effective immediately, the agency will manage Haier’s Australian Open (AO) sponsorship across the region.
Haier, with its growing global ties to tennis, sought a local agency to bring its brand and product portfolio to life. The partnership will develop an integrated campaign linking the brand’s focus on innovation and performance with tennis.
Think outside the box
The first phase of work is now live across OOH and digital channels, showcasing premium Haier appliances styled within the AO’s blue courts – with court lines reimagined as home floorplans.
Katrina Glenday, executive vice president product lines and marketing at Fisher & Paykel Appliances, says: “We’re delighted to appoint TBWA\New Zealand as our agency partner to support Haier’s commitment toward global tennis.
“Their disruptive thinking and collaborative energy stood out from the start. We were looking for a team that could help us think differently about how we connect Haier’s story of innovation and design with audiences across Australia and New Zealand – and TBWA\NZ delivered exactly that.”
A bold new chapter
Alex Smith, head of marketing at Haier Australia and New Zealand, adds: “The Australian Open is one of Haier’s most exciting global partnerships, and this work marks a bold new chapter in how we bring that to life locally.
“TBWA\NZ have captured the spirit of the AO and the essence of the Haier brand – blending performance, style and innovation in a way that feels fresh, distinctive and unmistakably Haier.”
Shane Bradnick, TBWA chief creative officer, says: “Haier is one of those rare brands that blends real-world purpose with a challenger mindset. The Australian Open work was our first opportunity to bring that spirit to life – positioning Haier’s innovation and style in a bold, unexpected way that makes people look twice.”
TBWA\New Zealand CEO Catherine Harris adds: “Haier is in more homes than any other appliance brand in the world – but their ambition is anything but ordinary. We’re thrilled to partner with a brand that’s hungry for growth and ready to do things differently. This is just the beginning of what’s to come.”
The creative launches a broader brand campaign ahead of the January tennis season.
