After 20 years in China market, dryers still are considered as unnecessary in Chinese families. In the US, there are 79 dryers per one hundred households, while in China, there are only 0.2.

All the brands in the dryer category were trying to solve the problem of necessity, but they all failed at the battle of their biggest enemy in China – sunshine. In Chinese culture, sunshine is considered as the common and best way to dry clothes. As everyone is hanging their clothes in the balcony, Chinese consumers took the practice for granted.

With the traditional mindset and blind belief about hanging for drying, dryers no doubt would be considered as a waste of money by Chinese consumers.

To change the status-quo of low awareness, the core objective for this campaign is talkability, to break the ice for the whole dryer category and get massive attention to dryers.