Emotional repositioning
Moving inverter appliances from technical features into the emotional territory of relief and peace of mind.
Work / Product & Retail
Let home feel like home.
A cinematic campaign reframing Haier Thermocool inverter appliances as trusted partners for comfort, relief and everyday Nigerian family life.
Deepen emotional connection with Nigerian households by reframing inverter appliances from functional products to trusted partners that reduce stress, save energy costs and improve daily family life.
The work needed to make inverter technology easier to understand, while showing the lived benefit: even when power fails, home can still feel calm, comfortable and uninterrupted.
Cinematic campaign
A story-led ad designed to feel like entertainment while educating households on product benefits.
Social rollout
Teasers, influencer activity, programmatic ads, vox pops and social conversations built around anticipation.
Product education
Showing how inverter appliances run on generators and inverters while cutting energy bills by up to 50%.
The Problem
When power goes, comfort goes with it
Home is meant to be a place of relief, but frequent power outages disrupt that feeling for Nigerian families. Inverter technology was still poorly understood and appliances were being sold on features rather than lived benefits.
The Insight
Families want peace of mind, not just appliances
Power failure brings stress, noise, fuel costs and rising electricity bills. Any solution that reduces those pressures feels like relief, restoring comfort rather than only convenience.
The Idea
Let Home Feel Like Home
We stopped selling appliances and started selling relief, showing how Haier Thermocool inverter appliances help life continue even during blackouts.
Proof
The campaign rolled out like a cinematic release, building anticipation and converting curiosity into action.
Campaign exposure across TV, social, programmatic and cultural touchpoints.
Broad household relevance built through story, influencers and trusted voices.
Attention earned by treating the ad like a story people wanted to watch.
Connected experiences
More work from the studio.
