Haier targets East Rail passengers with Olympic campaign

Hong Kong - As one of the Olympic sponsors, Haier has rolled out an outdoor Olympic branding campaign with advertising posted on the side and in cabins of trains running on the East Rail line through Asiaray's network.

Ivan Lam, marketing director for Asiaray said this is the first time an advertiser has come on board to take up not just the interior but the exterior environment to create a mini showroom showcasing a specific product theme in each of the 12 compartments, which ranges from TV, air conditioner, fridge, washing machine to wine cooler.

Haier has strategically selected the East Rail line for its branding campaign as it is the key transportation vehicle to the Hong Kong Equestrian venues and also because of the high daily passenger traffic of the network.

The campaign will finish at the end of August.

Both creative and media duties are handled in-house by Haier.