Midea - 90 Minutes of Air Conditioning
Targeting - Consumers in need of air conditioning solutions, particularly those interested in a straightforward demonstration of the product's performance and durability.
Core Theme of the Campaign -
The campaign's intriguing aspect lies in its simplicity and directness. By focusing solely on the air conditioner in action for an extended period, Midea aimed to emphasize reliability and efficiency without the need for elaborate storytelling.
About the
Campaign -
Midea's "90 Minutes of Air Conditioning" campaign involves a unique concept where the brand aired a 90-minute film of a functioning air conditioner. The film aimed to showcase the effectiveness and durability of Midea's air conditioning units.
Formula applied by the Campaign to elicit customer action -
The extended format of the advertisement—a 90-minute film featuring only an operating air conditioner. This unconventional approach sought to convey the message that Midea's air conditioners provide continuous comfort.
Business Title
A Look at
the Campaign
- Extended Advertisement: A 90-minute film showcasing uninterrupted air conditioning operation.
- Product Demonstration: Directly highlights the reliability and effectiveness of Midea's air conditioning units.
- Minimalist Approach: Deviates from traditional ad narratives, focusing solely on the product in action.
- Endurance Showcase: Implies the air conditioner's ability to provide continuous comfort over an extended period.
- Brand Confidence: Demonstrates Midea's confidence in the durability and performance of its products.
- Memorable Concept: The extended runtime and unique concept make the campaign memorable.
- Consumer Experience: Aims to connect with consumers through a real-time, immersive experience of air conditioning.