Comedian Joel McHale pokes fun at Hisense’s marketing budget in new ‘Less talk, more TV’ campaign | New
SUWANEE, Ga.–(BUSINESS WIRE)–June 7, 2022–
Hisense, one of North America’s fastest growing television brands, has just launched a new campaign that aims to get “seriously realistic” about marketing. The campaign, titled “Less Talk, More TV,” features veteran Hisense brand ambassador Joel McHale in an effort to introduce the brand to shoppers bombarded by companies with “bloated budgets and boastful brand presentations.”
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In the campaign spot by IMA Home, McHale plays a passionate and delightfully direct moderator who interacts with real people who haven’t heard of Hisense and lets them experience the brand’s televisions in person. The spot features a healthy dose of self-awareness, with McHale attacking the brand’s marketing spend, saying, “Hisense has the worst marketing budget in the industry. They spend all their money making awesome TVs, not paying advertisers to come up with stupid slogans. McHale continues to poke fun at the “blockbuster-level” special effects used by some TV brands to demonstrate their functionality, but then considers Hisense’s approach to be perhaps a good thing, “because you end up with a TV as good, and generally better than any competitor in its class.
But don’t take McHale’s tongue-in-cheek campaign to mean the brand is lacking. In 2021, sales of Hisense ULED TV units grew 170% year-over-year, and Hisense had its most award-winning year yet with over 20 awards. Hisense was also named the fastest growing among the top five TV brands and increased its share in the premium category by increasing US unit sales in the 65-inch category and more than 41% year-on-year.
60% of Americans think advertising is nonsense. Hisense couldn’t agree more.
The campaign, which will run through mid-July using high-impact placements on connected TV and BVOD, supported by paid social and digital signage, is accompanied by the company’s first-ever brand survey. brand, or “BS” report, which surveyed 2,500 American adults earlier this year. The BS report highlighted the fact that most consumers want brands to spend fewer resources on advertising. In fact, 86% of consumers agree that they’d rather brands spend money and resources on the products they make than on advertising. Additionally, 82% think there are too many ads these days, with almost 3 in 5 agreeing that most ads are ‘nonsense’.
Additionally, more than half of consumers (51%) view a brand’s “statement of intent” as marketing jargon only. In fact, when reviewing statements of purpose from popular TV brands, most consumers associated these statements with fashion brands rather than TV brands. And, while many TV brands pride themselves on their brand purpose, less than 5% of consumers rank brand purpose among the top two considerations when buying a TV. Instead, a brand’s purpose statement ranked lowest against other considerations such as value (40%), features (34%), quality (32% ), specifications (31%) and price (18%).
“It’s as simple as that – people want quality technology at honest prices, which is why Hisense takes our products seriously,” said David VanderWaal, vice president of brand marketing at Hisense USA. “We don’t need pretentious advertising language to sell televisions. Instead, Hisense reinvests 5% of its global revenue each year into research and development, allowing us to focus on creating a viewing experience that is uniquely ours and providing consumers with TVs filled to the brim with the features they care about most. on.”
This year, Hisense is taking its technology a step further, with features that deliver excellent picture and entertainment quality like Free Sync Premium, NEXTGEN TV, Dolby Vision IQ and Hisense’s first-ever Mini LED TV, the U8H, which delivers on the brand’s promise of bringing premium options to people. Hisense is also continuing to expand laser TV offerings and offer larger sizes with 48% of the 2022 lineup available in 65-inch or larger sizes, and four of Hisense TV models offered in 85-inch screen options. Finally, Hisense is so confident in the performance of its product that it will offer a two-year warranty on all ULED TVs.
Multimedia resources can be found here. See the campaign spot and download the Hisense “BS” report here. To learn more about all of Hisense’s premium offerings, visit Hisense-usa.com and follow @HisenseUSA on Facebook and Youtube and @Hisense_USA on instagram and Twitter.
Detailed methodology of the report: Hisense commissioned a survey of 2,500 U.S. adults from March 25 to April 8, 2022, in conjunction with mobile survey provider and sampling platform, Pollfish. Sample size: US adults; n=2,500
ABOUT HISENSE USA CORPORATION
Founded in 2001, Hisense USA Corporation offers a range of technology products, including televisions, laser televisions, refrigerators, air conditioners, dehumidifiers, beverage coolers and freezers, with a mission to provide feature-rich products to a fraction of the cost. In 2021, the company was the fastest growing among the top five TV brands in North America and continues to grow year after year domestically and around the world. Hisense USA Corporation is a subsidiary of Hisense Company, Ltd., a multinational consumer technology manufacturer and one of the world’s largest television brands.
Show source version on businesswire.com:https://www.businesswire.com/news/home/20220607005301/en/
CONTACT: Max Borges Agency for Hisense
hisense@maxborgesagency.com
KEYWORD: GEORGIA UNITED STATES NORTH AMERICA
INDUSTRY KEYWORD: OTHER CONSUMER TECHNOLOGY ENTERTAINMENT MARKETING COMMUNICATIONS HARDWARE TV & RADIO CONSUMER ELECTRONICS
SOURCE: Hisense
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PUBLISHED: 06/07/2022 09:00/DISC: 06/07/2022 09:03
