Situation

Window AC in Iraq perceived to be an old technology compared to the new wall mounted ACs with the inverter tech that is more environmentally friendly since it consumes much less power. The window AC consumes electricity, it has loud operation noise, but at the same time it’s easier to clean and maintain, and it perceived to be more durable.

Brief

Midea is launching a new product, it’s a window AC that has the best features out of the worlds of wall mounted and window ACs. It has the inverter tech, it’s super quiet, easy to install and clean, has a remote control, better cooling and air distribution.

The objectives

To launch the product to the market and show people the tech behind it to differentiate it from the old window ACs.

Our film is featuring a new Midea window AC that called “Wonder”, it has new features and full of innovation, it’s a device full of wonders.

Our film set is a living room of a family that has the Wonder, we see the owner of the house, Ali, sitting with his friends watching a football match, he grabs the remote and starts the AC. Then his friend Karrar starts wondering about the AC.

We capture the questioning, exaggerations, and funny reactions of Karrar when hearing about the features within a Ping-Pong conversation style.

Whenever Ali tells Karrar one of the specs, Karrar questions it in a sarcastic way by using exaggerated local sayings. Subsequently, we bring these sayings to life through visualization, portraying them as remarkable wonders unfolding before us.

At the end, these "visualized sayings" are normal comparing to the wonderful specs of Wonder.

The campaigned achieved exceptional numbers:

The whole stock was sold during the session, and this was way above client expectations since the product has a new concept that is different from what the market is used to.

The brand is perceived as culturally relevant and close to people, also, it’s providing breakthrough tech solutions.

The campaign successfully differentiateed the product from the normal old window AC.

People became more familiar with the new product as a new type of AC which has the best out of the worlds of modern inverter type wall mounted AC, and the old window type AC.

Reach: 43M

Impressions: 183M

Reactions: 323K

Shares 6.4K

Messaging conversation started 14.7K

Calls 10K

Landing page clicks: 61.4K