Hisense, the Chinese electronics giant, develops innovative technologies that leave leading brands far behind. In Israel, customers perceived the brand with slight condescension, viewing it as an inferior brand lacking technological superiority. We were therefore asked to create an advertising launch campaign for Hisense’s ULED TV’s and correct the misguided perception about the brand, thereby positioning Hisense as a legitimate player and a technological leader.
We underwent a profound process to crack the creative strategy. The process led us to the key insight: the human eye has infinite potential. The new Hisense technology, ULED, enables the human eye to fulfill that potential. We created a visually-impactful clip which managed, at a modest budget, to mesmerize and captivate the audience and glue them to the screen, while clearly conveying the message – let’s provide our eye with the very best technology can offer.
Increase in the intent to buy Hisense TV’s
Of the digital platform viewers watched the clip in its entirety.
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