IT'S NOT COOL, IT'S SUPERCOOL
Title | IT'S NOT COOL, IT'S SUPERCOOL |
Brand | HISENSE IBERIA |
Product/Service | HISENSE HOME APPLIANCES |
Category |
B10. Celebrity Endorsement |
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
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.