AUCKLAND, Today: TBWA\New Zealand has kicked off a major new partnership after being appointed by Haier across New Zealand and Australia following a competitive pitch.
The agency will immediately supercharge Haier’s Australian Open sponsorship, supporting the brand’s growing global connection to tennis and its push for regional impact.
The partnership includes a bold, integrated campaign linking Haier’s focus on innovation and performance with the world of tennis across both sides of the Tasman.
Phase one is now live across OOH and digital, featuring Haier’s premium appliances styled inside AO’s iconic blue courts, with court lines reimagined as home floorplans.
Katrina Glenday, Executive Vice President Product Lines and Marketing at Fisher & Paykel Appliances said, “We’re delighted to appoint TBWA\New Zealand as our agency partner to support Haier’s commitment toward global tennis.
“TBWA\NZ have captured the spirit of the AO and the essence of the Haier brand – blending performance, style, and innovation in a way that feels fresh, distinctive, and unmistakably Haier.” – Alex Smith, Head of Marketing, Haier Australia & New Zealand
Their disruptive thinking and collaborative energy stood out from the start. We were looking for a team that could help us think differently about how we connect Haier’s story of innovation and design with audiences across Australia and New Zealand – and TBWA\NZ delivered exactly that.”
Alex Smith, Head of Marketing, Haier Australia & New Zealand added, “The Australian Open is one of Haier’s most exciting global partnerships, and this work marks a bold new chapter in how we bring that to life locally.
“TBWA\NZ have captured the spirit of the AO and the essence of the Haier brand – blending performance, style, and innovation in a way that feels fresh, distinctive, and unmistakably Haier.”
The creative is the start of a wider brand campaign rolling out ahead of the summer of tennis, setting up Haier for a high–visibility season.
Shane Bradnick, TBWA Chief Creative Officer said, “Haier is one of those rare brands that blends real-world purpose with a challenger mindset. The Australian Open work was our first opportunity to bring that spirit to life – positioning Haier’s innovation and style in a bold, unexpected way that makes people look twice.”
Catherine Harris, CEO, TBWA\New Zealand said, “Haier is in more homes than any other appliance brand in the world – but their ambition is anything but ordinary. We’re thrilled to partner with a brand that’s hungry for growth and ready to do things differently. This is just the beginning of what’s to come.”
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