HAIER
You deserve a Haier 5!
The Weet-Bix Kiwi Kids TRYathlon is the biggest kids triathlon anywhere in the world, attracting more than 30,000 entries a year. After five years as Platinum Sponsor, Haier NZ asked themselves a question: what could they do to truly add value to the event, both from a corporate perspective and from the point of view of the participants?
The solution, which incorporated the Haier brand seamlessly into the event, was a little piece of marketing magic.
Transforming a challenge into an opportunity
The Haier brand is ranked in the top 3 brands for home appliance products. However, according to Haier’s independent research, their brand consideration and preference has not achieved the same levels.
So our challenge was to grow like-ability and trust in the Haier brand and increase consumer preference. With the result being a measurable lift in sales.
Haier NZ knew the Kiwi Kids TRYathlon was already helping build brand love. But how could they celebrate that concept even more effectively?
The answer, lay in the word “celebrate”.
The Magic
It’s a big deal competing in Kiwi Kids TRYathlon. Kids as young as seven push themselves to their limits, with a 1.5 km run, 50 metres swim and 4 km cycle in rapid succession. It can be a life-changing experience for those more accustomed to the exertions of Fortnite.
These achievements deserve to be celebrated, so how better than with a classic Kiwi high-five, or, as we framed it - a HAIER FIVE. The simple gesture of a “Haier Five” is inherently Kiwi. It acknowledges someone’s hard work and dedication and it
reinforces the spirit of the TRY, whether the celebrated person crosses the finish line first, last or somewhere in-between.
However, “Haier Five” isn’t just about recognition of the Kiwi TRYathletes. It’s also about recognising the unsung efforts of the over 4000 volunteers who help Kiwi kids grow through the Weet-Bix Kids TRY series. These volunteers are collectively known as the Haier Helpers. They’re drawn from sporting and cultural groups who believe in the power of community and altruism.
During each event ‘Haier 5’s’ were also enthusiastically exchanged with the volunteers who help make the event run like clockwork and enthusiastically cheerlead the kids while they are on the course.
How did we bring it to life?
List of Services
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List Item 1
We created classic oversized foam hands, emblazoned with “Haier Five”, and gave them out to volunteers so that they could properly celebrate the TRYathletes as they completed each section of the course, with truckloads of heartfelt energy.
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List Item 2
We enlisted Kiwi sports heroes Sarah Hirini (NZ Women’s Rugby Sevens), Luuka Jones (Slalom Canoeist) and Katrina Rore (NZ International Netball Player and Vice-Captain of the Silver Ferns) to give out their own “Haier Fives” throughout the TRY course. We took every available opportunity to give out “Haier Fives” to the volunteers, in recognition of their contributions to the success of each Kiwi Kids TRYathlon.
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List Item 3
We created a ‘Haier 5’ prize package (drawn from Haier’s most popular refrigerators, ovens, dishwashers, washers and heat pumps) and gave one of those appliances away to a lucky parent or guardian of participating TRYathletes at prizegiving ceremonies.
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List Item 4
We promoted our ‘Haier 5’ activities heavily through Breakfast TV, press releases, newspaper articles and social media posts throughout the Kiwi Kids TRYathlon season. Yes, the latter part of the promotional period was affected by closures due to Covid-19, but we had a strategy for that as well.
What was Mágico’s biggest hurdle?
Our biggest hurdle was microscopic; Covid-19. And as New Zealand closed down, the Kiwi Kids TRYathlon schedule was canned. But determination is what the TRY is all about - so we rose to the challenge with the Kids TRY DIY.
Nearly 3000 Kiwi kids took up the challenge and completed the TRY in their own backyard, earning themselves a Champions medal and an automatic entry into a draw for one of the “Haier Five” prizes, a Haier 700L Black Quad Door Fridge valued at $3999. The DIY TRY “Haier Five” appliance giveaway provided all those who missed out on their event due to the COVID-19 cancellations with another chance to win an awesome “Haier Five” appliance.
The DIY TRY and Haier Fridge giveaway was promoted through Kiwi Kids TRYathlon and Haier Facebook pages and reached 177,000 eager Kiwis.
Target & Achievements
TARGET
15% increase kids and parents attending Kiwi Kids Haier Event Activations (excludes events that didn’t go ahead due to Covid19 lockdown)
ACHIEVED
19%
Year-on-Year increase
TARGET
20% increase in year on year media reach from 2018/2019 campaign
ACHIEVED
109%
Year-on-Year increase
TARGET
15% growth in Net Revenue during Kiwi Kids TRYathlon season (excl Covid19 Lockdown period)
ACHIEVED
17.9%
Revenue Growth
TARGET
50% of supporters would consider purchasing a Haier Appliance
ACHIEVED
62%
of those surveyed would consider purchasing a Haier Appliance
TARGET
10% increase in Social Media Reach from 2018/2019 campaign
ACHIEVED
37%
increase in Social Media Reach (585,183) from 2018/2019 campaign.
TARGET
5% Market Share growth based on annual campaign period
ACHIEVED
14%
growth in market share
What did we learn?
In a nutshell, humans shine when they're appreciated.
Results from “Haier Five” reinforced our belief in the power of celebrating success. It was an idea that could benefit everybody: the TRYathletes, the volunteers, parents and all those associated with the Kiwi Kids TRYathlon.
Volunteers shared with us some of the joy that they personally felt when celebrating youngsters’ achievements:
“I found it so rewarding to see all the proud & excited kids & parents. Seeing all the kids smiling and having fun. And knowing that I was helping out to make such an awesome event run.”
“I most enjoyed seeing all the kids being so stoked as they ran across the finish line, having chats with them after they finished made them feel so rewarding and made me feel so valued.”
We feel humbled that we can play a small part in celebrating the success of Kiwi kids and look forward to continuing to do so.
Other Projects
hello@magico.co.nz
021 0818 2041 ·
09 524 2394 · PO Box 85074, Harris Road, Auckland 1545