IMA

IMA

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Newly formed super agency, IMA HOME, delivers latest Hisense US campaign

by Anna Fidler

October 13, 2021

IMA HOME has launched its latest campaign for US client Hisense, with a new initiative that aims to get a Hisense ULED TV into every home.

Together IMA HOME and Hisense are disrupting the industry by offering consumers a 100-day trial on their latest ULED TVs. The ‘No regrets guarantee’ is Hisense’s commitment to eliminating the B.S. from TV sales.

Their guarantee is a unique and unusually long buy-and-try deal, not usually associated with the electronics industry, with competitors such as Vizio offering a 30-day return policy and LG and Samsung offering just 15 days for consumers to return a television.

The campaign went live last week in the US and will run until the end of October on paid social and programmatic TV, supported by digital display and luxury product advertising.

It features actor and comedian Joel McHale staring as an overzealous brand ambassador. McHale, breaks into a Hisense employee’s home in the middle of the night for an impromptu brainstorming session. Inspiration strikes when his colleague suggests that he goes back to bed, prompting him to think of mattress trials.

IMA HOME developed the channel strategy as well as the creative ideation, in collaboration with McHale’s writing team. The film was shot in LA by Elizabeth Orne and produced by Chief.

The tongue-in-cheek approach aims to drive brand awareness and ultimately increase market share by delivering cut-through in a crowded marketplace. When it comes to challenger brand marketing, the campaign is truly disruptive and set to break new ground in the consumer electronics market.

Kelley Zhou, director of brand marketing at Hisense USA said: "IMA HOME has been a pleasure to collaborate with and has delivered a superb campaign once again.

We’re on a mission to keep it real, using a no B.S approach to consumer electronics. IMA HOME has a solid understanding of our brand ethos, and it really shines through when their campaigns come to life.”

Nickii Gray, chief executive partner at IMA HOME said: “This has been such an epic campaign to work on, really leveraging our integrated creative and media offering and we’re delighted with the results.

Having recently merged with HOME to become a new super agency, our expertise in growing challenger brands is stronger than ever. Our relationship with Hisense globally is something we are incredibly proud of and we are delighted to be on the journey with them”.

Hisense appointed IMA HOME as its lead agency to implement its TTL activity in the US earlier this year on a multimillion-dollar account. This campaign is the latest instalment of the ‘Let’s get real’ campaign. IMA HOME also works with Hisense in the UK and Australia. They are a global marketing agency with a breadth of clients including adidas, Reebok, Dr Oetker, Jet 2 and Haribo.

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