With summer heating up each year, it continues to be the peak selling season for air conditioning in Australia. As the market leader Daikin are known as the experts in AC, but with cost of living pressures driving budget conscious consumers, and Daikin only sold via specialist dealers and not major retailers like their competitors, it was important to ensure Daikin’s place in market. Our challenge was to create a memorable campaign that would stand out against competitors in this busy campaign period. The objective was to not only drive awareness and reinforce Daikin’s industry leading features, but also reposition the brand from being air conditioning specialists to being the ‘Air Specialists’. The key takeaway for consumers is that Daikin can not only deliver a cool and comfortable climate for summer, but also clean air with its purifying capabilities as well - creating the perfect climate for homes across Australia.

The concept was conceived to not only communicate the product benefits of air purity and perfect climate, but also visually differentiate Daikin from competitors. We deliberately avoided the usual light & neutral tones seen in air conditioning advertising and instead built a rich, vibrant setting for the product.

The fragile, pristine ‘alps like’ environment is recognisable enough to communicate the idea but indistinct enough not to alienate Australian audiences. Set dressing followed visual cues from the environment to give a charismatic context for the product with soft and hard furnishings selected in contemporary and inviting forms, textures and colours.

The final image, achieved through compositing, is a surreal fantastical vista. It blends typical lounge room elements with a fantasy alpine landscape. A striking contrast to the hot urban environments in which the placements appeared. Connecting on a visceral and intellectual level to illustrate how Daikin is Perfecting the Air.

While the campaign is still running, the results so far have seen a significant improvement YoY, surpassing key objectives. The campaign assets have had over 73.9M impressions across digital with over 2.9M reach on social, a 400% increase compared to previous year, with the CPM exceeding the benchmark by 36%. Click engagement also experienced a substantial surge of over 300%, while the CPA for Search decreased by 65%, and Meta dropped by 44%, both surpassing benchmarks with a 43% reduction. The campaign has so far led to over 4,400 online sales leads, more than 200% of the results from the previous year with a few weeks still left in the campaign. These outcomes underscore the campaign's success in enhancing visibility with a memorable campaign that stood out in market, while reaching a broader audience and efficiently converting engagement into valuable business leads, all while achieving cost savings below established benchmarks.