Sharp appoints Havas Work Club to relaunch European home appliances business

Global electronics brand Sharp has relaunched its new home appliances business across Europe with the help of Havas Work Club.

The agency has played a leading role in defining and creating a whole new business, as well as delivering a new brand positioning and multi-channel customer strategy for the Japanese consumer electronics brand.

The new ‘For Life’ positioning is focused on re-thinking the total owner experience in the white goods sector to deliver greater convenience, service and sustainability.

Havas Work Club was hired by former Sharp European CEO Paul Molyneux, who now helms the new business in a joint venture with Turkish manufacturer Vestel. The shared vision was to create a digitally-powered business in this traditional manufacturing-led sector, catering to the needs of a new mobile and social consumer.

“When we set out we observed in Europe there were more than 3,400 customer complaints about home appliances that go unanswered on Twitter each week”, said European MD Paul Molyneux.  “Our competitors are not listening. We saw that we could dramatically shake up the home appliance industry if put the needs of our customers first.

“The future in white goods is not just about selling machines, but in creating a better experience. For us, that starts with a promise of customer service 24 hours a day, seven days a week, Twitter support and a pledge to offer our customers a next day call out to fix or replace their product. Over time we are going to revolutionise the ownership model along similar lines to Zipcar or even Netflix.”

This new business reunites the brand and agency teams from Sharp and Havas Work Club, who last worked together in 2014 across Sharp’s Pan-European electronics business.

“Getting the call from Sharp was a great moment,” said Havas Work Club CEO, Paddy Griffith. “It was a chance to team up again with some great people to design its new business. Paul Molyneux backed us when we were a tiny agency, and this was a challenge to now put digital thinking at the heart of his bold new venture.”