Midea - 90 Minutes of Air Conditioning
What sets this campaign apart is its simplicity and audacity: an unbroken shot of an air conditioner for 90 minutes. The campaign shifts focus from flashy ads to the actual functionality of the product, cleverly reinforcing the experience of comfort in a hot, urban setting.
This campaign broke traditional advertising norms by offering a cinematic experience focused on the sensation of cooling down. The film was screened in an ice-cold Manhattan movie theater during a heatwave, allowing the audience to physically feel the air conditioner cooling effect.
The campaign targeted urban dwellers, particularly those in hot, congested cities like New York. It aimed at people looking for a practical and reliable solution to beat the summer heat, focusing on the apartment-living demographic.
TARGET AUDIENCE
About the
Campaign -
What sets this campaign apart is its simplicity and audacity: an unbroken shot of an air conditioner for 90 minutes. The campaign shifts focus from flashy ads to the actual functionality of the product, cleverly reinforcing the experience of comfort in a hot, urban setting.
Core Theme of the Campaign -
1. Midea's campaign creatively turned an air conditioner into a cinematic event during a heatwave.
2. The entire campaign centers on the calming and cooling effect of the Midea U air conditioner.
3. It breaks away from typical advertising styles by creating a real, sensory experience.
4. It was shown in a theater where people could cool off while watching the air conditioner film.
5. The campaign highlighted the product functionality, focusing on the sensation of coolness over fancy visuals.
6. Midea's innovative approach demonstrates how products can directly address audience pain points in creative ways.
7. The experience-driven ad drew attention to Midea reliability and practicality.
8. It capitalized on New Yorkers' discomfort during the hot summer months to deliver a timely and memorable experience.