Haier WM Launch Event

The Fame curated a premium launch experience for Haier, transforming product innovation into an immersive consumer journey that brought technology, garment care and everyday convenience to life.

Overview

The Fame was appointed to develop and execute the Haier WM Launch Event, introducing the latest Haier Iris 2698 Top Load Washing Machine Series while showcasing Haier’s broader laundry ecosystem across Top Load, Front Load and Washer Dryer categories.

The activation combined a dedicated media, dealer and KOL launch with consumer-facing roadshows at Mid Valley Exhibition Centre Kuala Lumpur and Setia SPICE Convention Centre Penang, creating an integrated platform for product introduction, brand engagement and retail conversion.

Objectives

To officially launch the Haier Iris 2698 Series, strengthen brand and product awareness, and engage media, KOLs, dealers and consumers. The activation also aimed to drive product discovery, sales leads and on-ground conversion through the Home Expo platform.

Challenge

The challenge was to transform a technical home appliance launch into a more engaging consumer experience while balancing product education, media exposure and commercial objectives within a competitive exhibition environment.

Strategy

The Fame developed a guided product discovery journey combining product reveal, live demonstrations, interactive activities and consumer engagement, allowing key product benefits to be experienced in a more tangible and memorable way.

Execution

The Fame managed end-to-end event planning, production and on-ground execution, bringing together the official product launch, media and KOL engagement, live demonstrations, consumer experience zones and interactive activities into one cohesive event journey.

The roadshow was designed around product discovery and hands-on engagement, allowing visitors to explore Haier’s laundry solutions through guided demonstrations and direct interaction with product specialists.

Execution

Interactive elements such as the Anti-Tangle Rope Challenge translated the Iris 2698’s product features into a more engaging and memorable consumer touchpoint.

Achievement & Results

The Haier WM Launch Event strengthened the market introduction of the Iris 2698 Series by combining product presentation, hands-on demonstrations and consumer engagement within one integrated launch-and-roadshow experience.

The activation connected media, KOLs, dealers and consumers with Haier’s latest laundry innovations, while supporting stronger product awareness, purchase consideration and on-ground commercial engagement.

Beyond the physical event, the campaign leveraged integrated media communication to further amplify its reach, securing 30+ media coverage placements across 20+ media and social media platforms. The campaign generated approximately RM308K in PR value and RM103K in advertising value, extending the launch’s visibility and communications impact well beyond the event venue.

Key Takeaway

The Haier WM Launch Event demonstrates how a conventional appliance launch can be elevated into a more immersive and consumer-focused brand experience.

By combining product storytelling, experiential engagement, live demonstration and interactive activation, The Fame created a platform that made Haier’s innovation more tangible, relevant and memorable while connecting product benefits with the needs of modern households.