Australian Open x Haier - Nine for Brands

Serving Up Brand Awareness at the Australian Open

Haier, the world's No.1 appliance brand, partnered with Nine to grow brand awareness in Australia during the Australian Open. Despite global success, 50% of Aussies were unaware of Haier's product range. The goal was to build familiarity, increase brand perception and establish trust to elevate their Australian game.

Driving Brand Impact Through Innovation and Association

Recognising Haier's ambition to grow product and brand awareness, Nine's Powered Studios strategically deployed a dynamic fusion of compelling TVCs and cutting-edge AR technology to showcase the "Whole of Home" appliance portfolio in an immersive and memorable way.

Key activations included:

Total TV (Linear TV & BVOD):

The solution Nine presented to Haier was to highlight the "Whole of Home" offering by harnessing tennis associations across the Nine ecosystem. Through creation and collaboration with Nine’s Powered Studios & Haier, the "Whole of Home" branded TVC was developed and launched through the AO Broadcast during commercial airtime. In addition to the branded TVC, an Augmented Reality (AR) 30” piece was also created to connect Haier to Nine’s tennis audiences, delivered across multiple high impact touchpoints inclusive of Metro TV, Regional TV and the BVOD live streaming environment.

Broadcast integration opportunities for Haier were unlocked through their partnership deal, enabling Haier to receive the in-game entitlement of the “Haier Head-to-Head". This was a sponsored segment within the broadcast of the AO, whereby Nine’s AO hosts discussed the upcoming opponents of the day; an engaging moment for audiences as they lean into the on-screen statistics that Haier sat alongside.

Total Publishing (SMH, The Age, WWOS, Social):

Haier accessed premium publishing integration to further their partnership across Nine’s comprehensive coverage of the Australian Open. These integrations extended across Nine’s leading digital and social platforms, The Sydney Morning Herald, The Age and Wide World of Sports, allowing Haier to associate in highly engaged editorial environments such as: daily coverage, breaking news, expert analysis, and engaging video highlights of the Australian Open. Extending Haier's creative elements into Publishing, provided the perfect amplification of key sponsorship messaging, with Haier’s on-ground colour reports & head-to-head graphics amplified across the Wide World of Sports social channels, providing valuable off-network reach and scale to support Nine's integrated channel matrix.

Nine's Australian Open Broadcast served as the primary driver of broad awareness and education for the "Whole of Home" platform, reaching a premium audience.

Complementing this, Nine's digital channels acted as crucial secondary touchpoints, designed to deepen engagement, attract interactions, and guide consumers further down the funnel towards learning more about Haier's products online.