The other day, I was passing through Jail Road, when I saw this Haier billboard. On the first look, I thought there was something wrong with there. Putting a Chinese face for targeting Pakistani audience. But later I realized the essence of the campaign and I say "TWO THUMBS FOR HAIER". There is a lot to learn from this.

I'll come back to the learning part later. Let me first quicky brief you on what it is and urge you all to make an effort in helping them realize it.

China, as we all know, has gone through massive destruction owing to the latest earthquake that shook the provincial capital of Chengdu China causing thousands of casualities and leaving many homeless.

Haier Pakistan has taken an initiative to contribute in the rehabilitation process of the affectees and has started a campaign by the name "Let's Bring Back Their Smile" across Pakistan. Accroding to news on Haier Pakistan's Website, the company has already donated US$5,000 to the China
Earthquake Relief Fund, but this camapign's idea is absolutely brilliant, probably needs a bit of promotion.

"Let's Bring Back Their Smile" campaign's idea is that for every candle lit in the honour of the victims of this tragedy, Haier Pakistan will contribute a portion of its earnings towards the China
Earthquake Relief Fund. You don't have to physically light the actual candles. All you have to do is log on to the Haier Pakistan's Website (www.haier.com.pk) and click on the EARTHQUAKE CHINA - Let's Bring Back Their Smile! promotional logo with a candle on it. That's it and Haier Pakistan will contribute on your bahalf in the China Earth Quake Relief Fund. How good is that.

Now coming back to the lessons.

1. Haier is a Chinese company, so it's a beautiful idea to involve people in other countries through the home companies operating internationally for any social cause that needs to be broadcasted and needs global support. I think, Haier has done a wonderful job there by launching this campaign in Pakistan. I am not sure if they have done it in other countries though, but this definitely is a very positive approach. Unfortunately, in case of Pakistan, there are not very many companies that are operating as a brand in other countries, but companies like TCS and others, if any, can and should adopt this practice (in case they haven't been so far).

2. Purely from the marketing perspective, this campaign is probably the very first that have actually very affectively tried to engage offline with online, internet that is. Just imagine, if this campaign really picks up well, how many visitor hits they must be attracting to their website daily. Now they have a captive audience online and can get them engaged into or expose them to whatever and however they want to. So definitely a great marketing campaign also.

Simple put, its all great !