The Challenge
Hisense was ready to launch its flagship Laser TV in the UK, at a parity price to premium models from Samsung and Sony. But going head-to-head with category giants on a high-ticket item? That is a losing game for a challenger brand with low media spend and even lower awareness.
So, we asked: What if we did not compete as a TV at all?
The Solution
Using our proprietary ALTthink approach, we interrogated every angle of the marketing mix. The breakthrough was reframing the product as a home cinema solution, not just another TV. This subtle shift moved Hisense into a category where it was not expensive, it was accessible. Suddenly, they were not competing with Sony and Samsung, they were undercutting them.
We built the campaign around one big idea: Cinema Everything.
This was not just about watching movies. It was about bringing cinematic experience to everyday viewing – Netflix, Corrie, Call of Duty. A premium experience, every day, for everyone.
Then we rolled the idea out across all 4Ps:
Price: The reframing made the premium price point feel like great value.
Product: Packaging was redesigned to call the product a home cinema not a TV.
Place: Retail POS and brand experience events reinforced the new category story.
Promotion: Immersive AV creative showed the Laser TV transforming living rooms into immersive worlds, tailored to passions like Formula 1, kids’ TV, and documentaries.
We could not outspend the competition, so we outsmarted them. Targeting focused on audience segments overlooked by the category – sports fans, young families, affluent older couples.
Finally, we turned Hisense’s Leeds United sponsorship into a strategic media channel, with Cinema Everything appearing on perimeter boards and matchday materials to maintain a high-frequency, cost-effective presence.
