Haier has launched its innovative TwinTaskerTM dual drum washing machine via Special Group Australia in a national campaign.
In a series of films that will show on TV and through digital channels, a pair of flatmates are introduced, and one of them 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.
Special Group managing partner Cade Heyde said: “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.”
Oliver Anderson, senior brand manager at Special Gorup, added: “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 launched on Sunday and will run nationally on TV, outdoor and via social with five films.
Creative agency: Special Group Australia
Executive creative directors: Matty Burton and Dave Bowman
Creatives: Ben Alden and Michael Dawson
Planning partner: Dave Hartmann
Executive producer: Paul Johnston
Print producer: Laura Midalia
CEO: Lindsey Evans
Managing partner: Cade Heyde
Account director: Michelle Braslin
Client: Haier Australia
Head of marketing: Kara May
Senior brand manager: Olivia Anderson
Assistant brand manager: Lisa Cooke
Director: Trevor Clarence
Managing director/ executive producer: Michael Ritchie
Executive producer: Pip Smart
Producer: Nicole Crozier