Following a client brief to launch a new Haier Leader product, a sub-brand of the Haier Electrical Appliance Group in China, the i-Case was launched, a refrigerator that “splits” into two parts. The brand has been working on launching innovative products that meet the requirements of millennials. Tailored to this generation, the i-Case refrigerator can be controlled using an app, which allows users to customize lighting and language. But what makes it really special is that it can be glued to or separated from its “partner.” Depending on the number of family members or the surface of the house, it can be used independently or as a whole. Or, depending on how well you get along with your significant other…

A generation that wants the “best of everything” has made the break-up-and-make-up pattern somehow synonymous with them. Using this idea, the brand contacted Serviceplan China, which launched a TVC that appeals to the young generation of consumers. To reach the target, the team decided to tell a love story in which a couple breaks up, but fortunately, they reunite thanks to the Haier Leader product.

The story, directed by Zhao Ning (Production house: Red Horse), focuses on an unconventional young couple as the partners break up. We see the lady packing her suitcase while taking all of her other belongings, such as the gaming console, a coffee cup, the salt cellar, and half of the i-Case refrigerator. The experience seems authentic, as the team decided to use a real-life couple, rather than professional actors. Added to this, the red and blue palette nicely complements the contemporary design of the blue-toned fridge, whilst the French soundtrack and the modern house decor express this generation’s ‘habit’ of falling in and out of love.

Serviceplan China CCO, Chong Kin, commented: “We always say ‘if you don’t have a unique selling point, be the first.’ But what if we have? Our TVC idea perfectly illustrates the USP in an interesting way with an insightful young Chinese story. It’s a wonderful execution for a product demonstration.”

With this product, Haier Leader wants to reach the young Chinese audience. Via this campaign, the brand aims to send a message with a positive vibe, which matches the complex spirit of this generation, in whose hands lies the fate of the refrigerator. Will it remain united for life or is it destined to miss its ‘partner’ for the rest of its days? The answer to this question depends on millennials only.

Credits:

Client: Haier Electrical Appliance Group
Agency: Serviceplan China
Chief Creative Officer: Chong Kin
Associate Creative Director: Wang Yifan
Art Director: Jason Liu & Charlie Wang
Copy: Lisa Liu & Mao Shanshan
Planning Director: Moritz Sanner
Associate Account Director: Schneider Shi
Senior Account Executive: Elena Liu
Production House: Red Horse
Director: Zhao Ning
Stylist: June Jiang
Composer: Smile Studio