Hisense Launches NBA-Themed National Brand Image Campaign
Hisense USA this week kicked off a new “Less Talk. More Bang.” spring brand advertising campaign, promoting the company’s value-priced, high-performing products with the support of popular NBA personalities.
The campaign features NBA Hall of Fame play-by-play man Mike Breen, who is familiar among U.S. basketball fans for his signature “Bang!” call outs during games, and Boston Celtics’ forward Jayson Tatum and Hall of Famer Paul Pierce.
Hisense said it is using the effort to push forward the image of the company’s focus on offering high performing products that provide “great value.” For periods in 2022 those efforts helped lift the brand’s televisions to the No. 2 market share position in the U.S. and other markets, according to Circana (formerly NPD) and Omdia research data from Q1-2023.
Commercial spots will use a mockumentary-style and a “House of Bang,” tagline. The comedic spots play off of the generationally diverse ensemble trying to live together under one roof as roommates. Breen takes on a mentorship role with rising star Tatum, an athlete known for delivering an action-packed performance without all the talk. Pierce portrays a confident Hall of Famer who brings conflict to the interaction.
Hisense said it will use the multi-format promotional effort through various channels including digital and social media, retail activations and point of sale promotions. The spots will appear on NBA channels throughout the Playoffs. They will also appear on cable network TNT, as well as online via Hulu, Bleacher Report and YouTube.
In association with the campaign, Hisense throughout the month of May be offering deals on its TVs, Laser TVs, and major appliances. The promotions will include full-size refrigerators up to $1,000 off at Lowe’s and TV deals of up to $300 off at various authorized dealers.
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Hisense said it will also make NBA League Pass, which is the league’s premium live game subscription service that is available on the NBA App, accessible on Hisense TVs in North America beginning with the 2023-24 season.
“Just like these pros, we live and breathe performance and let our actions – and stats – do the talking,” said David Gold, President at Hisense America. “This campaign reflects our dedication to providing the best in performance, quality, and value while leveraging the star power of basketball legends to connect with fans and consumers alike while continuing to grow Hisense even further in the U.S.”
Hisense’s recently announced its NBA partnership, which includes making Hisense the league’s official TV and home appliance brand.
As part of the association, throughout the remainder of the 2023 NBA postseason Hisense will serve as the exclusive partner of “X-Factor Moments,” a weekly content series on the NBA’s social media channels featuring standout moments of game play.
This will appear during the playoffs, at retail partners, on packages and through point-of-sale promotions, at trade shows and other public events.
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By Greg Tarr
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