How Hisense Turned Big Brother Into a Brand-Building Engine

When people think about consumer electronics, they often think about product specs, price points, and retail promotions.

But for Hisense, the challenge was bigger than that.

The brand has spent nearly two decades evolving since entering the market in 2006 and transforming from a budget-friendly alternative into a serious competitor across TVs and home appliances.

The challenge for Ryvalmedia was: How do we use product launch budgets to also build lasting brand familiarity and preference at scale?

Particularly in the critical sales window of Black Friday through Christmas.

𝗧𝗵𝗲 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆
The answer was to move beyond traditional campaign formats and create something culturally relevant.

Working with Paramount, we developed the Hisense Big Brother Appliance Partnership, positioning Hisense as the Major Supporter of the 2025 reboot of Big Brother Australia on Network 10. The season celebrated the return of the “OG Big Brother” format, tapping into nostalgia while delivering a modern production experience.

That balance mirrored the Hisense brand perfectly: modern innovation that still respects the classics.

𝗧𝗵𝗲 𝗜𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗼𝗻
Rather than simple product placement, Hisense appliances became part of the fabric of the house. Products were integrated throughout the Dreamworld set with housemates regularly interacting with them during everyday moments.

And the integration didn’t stop there.

Across the 24/7 live stream, Hisense product shots were frequently used as “safe zones” when required. This created a unique outcome:
• High-frequency incidental exposure
• Brand association with the house’s “safe space”
• Ongoing conversation among viewers on social and second screens

In effect, the technology didn’t just appear on screen, it became part of the Big Brother experience.

𝗧𝗵𝗲 𝗜𝗺𝗽𝗮𝗰𝘁
The partnership reached more than 5.5 million Australians who engaged with the program and delivered measurable brand growth:
📈 +3.7% Brand Awareness
📈 +3.4% Year-on-Year Brand Consideration
📈 +24% Year-on-Year Total Sales
📈 +18% Year-on-Year Product Line Sales

𝗧𝗵𝗲 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆
When brand integrations are done well, they move beyond sponsorship. They embed brands into culture, conversation, and everyday moments, turning entertainment into a powerful engine for brand growth.

A great collaboration between Hisense, Paramount, and Ryvalmedia.