IT'S NOT COOL, IT'S SUPERCOOL

ClientHISENSE IBERIA
Category B10. Celebrity Endorsement
TitleIT'S NOT COOL, IT'S SUPERCOOL
Product/ServiceHISENSE HOME APPLIANCES
Entrant PUBLIPS SERVICEPLAN Valencia, SPAIN
Idea Creation PUBLIPS SERVICEPLAN Valencia, SPAIN
Media Placement MEDIAPLUS SPAIN Madrid, SPAIN
PR PUBLIPS SERVICEPLAN Valencia, SPAIN
Production PUBLIPS SERVICEPLAN Valencia, SPAIN
Credits
Name Company Position
David Gisbert Serviceplan Spain Creative Director
Carlos Alcácer Serviceplan Spain Art Director
Davide Buttazzoni Serviceplan Spain Account Director
Isabel López Serviceplan Spain Digital Creative Director

Brief Explanation

With the concept “IT’S NOT COOL, IT’S SUPERCOOL” and some fun online videos, the ambassador explained the advantages of Hisense refrigerators even for someone who, like her, doesn’t usually even need to open one. And she taught us how to pronounce the word… “Hisense” too. The results were supercool; more than 98% of the Instagram views came from Carmen Lomana’s personal channels. On Youtube we got +1 MILLION TOTAL VIEWS, around 20% of the views were also direct and what’s more we created a positive feeling towards the brand of 85%. We generated a return on investment of 1 : 10€ for the brand.

The Situation

Most Spanish people have trouble pronouncing English words. And they also think that Chinese brands are low-quality … Exactly the two problems that Hisense has, a Chinese brand, that is difficult to pronounce. How did we deal with it? Using the most glamourous woman in Spain: Carmen Lomana, the Spanish Kim Kardashian. An elegant and sophisticated woman, who has loads of fans, and a few haters, who would help us raise brand awareness and, of course, pronounce Hisense properly.