Following a competitive pitch, Intermarketing (IMA) was chosen by Hisense UK to deliver their Uefa Euro 2020 campaign.
IMA developed the carefully-targeted media strategy and creative comms for the long-awaited campaign, which has been brought to life through OOH, TV, radio, retail partnerships, website takeovers and an extensive organic and paid social strategy plan.
The campaign needed some serious cut-through in a crowded marketplace to drive conversion and increase sales – and ultimately make Hisense the go-to brand when it comes to TVs, refrigerators, ovens and many other home appliances.
The result was a tongue-in-cheek campaign where all Hisense TVs come with a very special component – the ‘Lucky Chip’ – making them the only TV with good fortune built in.
The campaign’s hero is fictional ’Lucky Chip’ engineer P Occhio, who tells the ‘Lucky Chip’ story in a fun and memorable way.
The ‘Built-In Luck’ concept flexes across different product categories too, allowing Hisense to build on the idea for even broader appeal and increased brand awareness.
Arun Bhatoye, head of marketing at Hisense UK, said: “We’re so excited to launch this fantastic campaign. It was first presented to us in 2019, but with Uefa Euro 2020 being postponed, we temporarily put our campaign plans on hold.
“The fact that the ’Lucky Chip’ campaign is still as fresh and exciting now as it was back then is testimony to the idea and its strength.”
Emily Crabtree, director of client services at IMA, comments: “We’re so pleased to work with Hisense UK on this campaign. It was a bit of a blow when Uefa Euro 2020 was cancelled so to pick this back up and see our unique idea come to life has been amazing.
“It truly reflects our expertise pairing clever creative with a strong channel strategy.”