Real truth

As a relative newcomer to the USA, Hisense entered the market as a little-known value brand rubbing shoulders with other more established budget offerings such as Insignia and TCL. The brand was being judged by its price not its quality. In simple terms, people were equating price with quality reflecting that old adage of ‘you get what you pay for’. A belief that has benefitted the likes of Samsung, LG, and SONY for decades.

Real connection

We identified an emerging consumer mindset that challenged this old adage. A growing cohort of millennials tired of hearing the same old nonsense spouted by TV brands promising a new era of television, the future of viewing for mankind, giant leaps in reality, etc.

To drive affinity and consideration, we tapped into the informed’s desire for authenticity, for honesty, and brands that they could actually trust. We positioned Hisense as ‘the straight-talking tech brand’ – a brand that cuts out all the usual nonsense to get to what’s real: great quality tech at affordable prices.

Real results

People’s perception of the brand is that Hisense is the no.1 ranking brand for being ‘straight talking’​.