Haier2024

Unexpected reality

Activations for Haier at IFA 2024 — Berlin, September 2024

View through Apple Vision Pro: animated graphics showing the oven features float over the real Haier kitchen Seen through Apple Vision Pro
Client
Haier
Event
IFA
Where
Messe Berlin, Germany
When
September 2024
Services
Digital & Physical Experiences, Customer & User Experience, Creative Communication

The challenge

Haier needed the hero products of its three business units, cooling, washing and cooking, and the small domestic appliances launched that year, to stand out on a crowded show floor. And it wanted to give its VIP guests an experience no one else could offer.

What we did

An interactive activation for each business unit's hero products. A bar dedicated to the new small domestic appliances, where a chef cooked live using nothing but them. And, for the VIP tour, an exclusive experience with Apple Vision Pro: guests saw an unexpected reality, with the features of the products, starting with an oven, coming to life over the real kitchen.

The result

The right mix of analog and digital. Vision Pro was still something almost no visitor had tried, and curiosity spread across the stand: we ran tour after tour of the experience. Haier, in turn, came across as a truly high-tech brand.

  • Apple Vision Pro in hand at the Haier stand, during filming of the VIP experience
  • “This is not just a washing machine”: visitors activating the touch screen of the washing hero product
  • “This is not just a fridge”: visitors exploring the cooling hero product on the interactive screen
  • The small domestic appliances bar: a chef cooking live with Haier air fryers
  • Visitors gathered around the small domestic appliances bar
  • Blender demo with tastings for the crowd
  • Visitors cooking hands-on with Haier air fryers

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