Live a Haier life

Creative/art director: Steve Cochran

Global white goods company Haier is launching their first campaign in Australia since Fisher and Paykel took over sales and marketing duties.

The print, online and outdoor campaign was developed by Colenso BBDO and will feature images of young people explaining why they prefer to spend their money elsewhere, rather than on expensive appliances. The advertisements attempt to position Haier as an affordable brand, with the campaign geared towards a younger target market.

The campaign will run until March 2011.