The Shanghai branch of Saatchi & Saatchi will be responsible for the promotion, development and integration of communication planning, including enhancing Robam's visual images and brand standards.
Robam Home Appliances was listed on the Shenzhen Stock Exchange in November 2010. Since its inception in 1979, it has become locally known as one of China's high-end brand of kitchen appliances.
To Chinese consumers, the kitchen conjures up an image of labouring while cooking, and Robam is aiming to make these domestic chores more pleasurable and efficient with its modern machines, the company says. Its appliances promise to transform 'labour' into 'lifestyle', and to restore comfort to kitchen life. Robam is also putting forward a brand proposition that the kitchen is a space for emotional communication and close contact between people living in a busy city.
The one-year collaboration with Saatchi & Saatchi is meant to further improve Robam's brand positioning in the minds of consumers. Managing director of Saatchi & Saatchi Shanghai, Michael Lee, said the team, led by Sharon Chen and Fan Ng, is "very confident of winning more customers with our comprehensive integrated communication services."
Other accounts Saatchi & Saatchi Shanghai has won this year include PPTV and Citroen DS.
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