WASHPASS LAUNCH BY HAIER

Haier’s Washpass is a subscription service that includes a high-tech, AI-driven washing machine on loan, continuous supply of active ingredients, service and maintenance. Haier chooses the Italian market for the preview launch of a new business model for consumers that revolutionises the washing sector. ComCubo is at its side for the media launch and promotion activities.

For the launch of Washpass, PR activities were divided into several phases. The first teasing during the Milan Design Week 2022 with interviews with Il Corriere della Sera and Il Sole 24 Ore and the involvement of tech influencer Andrea Galeazzi.

The second, the official presentation, during IFA Berlin 2022 and, finally, the launch of the subscription service in Italy in February 2023. PR activity was organised with the creation of a press kit, the planning of interviews and the activation of product tests organised with Corriere della Sera, La Repubblica, Sky, HD Blog, Dday and with the two creators Andrea Galeazzi and Tech Princess.

KPI’s

285 articles
+ 99.1 mil OTS
+ 1.1 mil € AVE