Strategy

Our market is conditioned to believe that leading-edge household electronics come at a premium price and that cheaper products are inferior. Changhong is a global leader in cutting-edge technology and one of only three electronics manufacturers to create and make their own product — for a lot less. Yet they are relatively unknown within the Australian market and have no significant distribution. It became clear we needed to shake the market and the trade out of their pre-conditioned complacency.

Idea

“Wake-up” to surprising quality and value.

Media

TV, social, POS and consumer promotion.

Result

Now available in major retailers and in the shopping carts of savvy enthusiasts.

Feeling

Surprise.