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Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Haier and Special Group Show That Unrequited Love is No Barrier for Getting Laundry Done

30/10/2017
Advertising Agency
Sydney, Australia
61
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The campaign follows flatmates Dan and Lucy
Haier has launched its innovative TwinTasker dual drum washing machine via Special Group Australia in a national campaign. 

As the World's Number 1 Brand of Major Appliances, Haier is further establishing itself in the Australian market - launching the world's first dual drum washing machine, the Haier TwinTasker that allows you to wash two loads together, or separately, on independent cycles.

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HaierTwinTasker_30_TVCv2.jpgIn a series of films that will show on TV and through digital channels we meet a pair of flatmates, one who has been firmly put in the friend zone. While Dan and Lucy have been living together for quite a few years, Lucy has no idea that Dan is hopelessly in love with her. Embracing an optimistic outlook, Dan seeks any chance he can get to spend time with Lucy - even using the opportunity to do his laundry alongside Lucy as a way to win her over.  They do everything together. But not together together.

Says Cade Heyde, managing partner, Special Group: "We wanted to make sure this campaign didn't get lost in the clutter and dreariness of the category. But rather, to have a little fun with the truth of what it means to be able to wash your clothes together in a way that brings humanity and humour to a category that's frankly, dominated by selling features."

Says Olivia Anderson, senior brand manager, Haier: "We wanted to explain the innovation of this award winning product, but without the usual techno-babble that accompanies new product launches. It was important for Haier to relate to the consumer on a personal level, and also drive its brand personality and down-to-earth humour in what is traditionally a rather stark appliance industry. So how do you communicate two independent direct drive motors and wash cycles in a way that is relatable, and funny? For us it was clear: "Together. But not together together".

The campaign launches on Sunday 29th October and will run nationally on TV, outdoor and via social with five films.
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