Hisense

Context

Hisense, one of China’s most established TV and home‑appliance manufacturers, was a challenger brand in key growth markets outside China. To pursue serious growth across the Americas, Europe and APAC, IMA recognised that Hisense needed to tap into cultural insights.

Connection

IMA distilled Hisense’s corporate proposition into three regional brand platforms—one each for the US, UK and ANZ markets—while maintaining a common red thread: responding to the growing demand for authenticity. By focusing on relevance rather than reputation, IMA executed the brand’s promise to bring premium technology to the people through complete redesigns of brand behaviour, campaigns, partnerships, content strategy and tone of voice in each market. Specific platforms included:

“Let’s Get Real” (US) – positioning Hisense as the straight‑talking tech brand, featuring Joel McHale and NBA stars Dwyane Wade and Jayson Tatum.


“Just Makes Sense” (ANZ) – connecting with customers via Aussie humour, launching the region’s first ATL campaign and shaping NRL sponsorships.

“Choose Smarter” (UK) – developing a new platform blending brand, technology, value and cultural relevance; Hisense’s first ATL campaign in the region covered TVs and kitchen goods.

Impact

• 67% Increase in consideration year‑on‑year
• 32% Increase in awareness year‑on‑year
• Brand Only TV brand in growth in the past three years
• 11% increase in share of search