Midea
Client overview
A fortune 500 company and the world’s largest air-conditioning manufacturer, Midea is a global industry leader. We partnered with their local distributors to rapidly expand market share in Malta, cementing Midea as one of the 3 primary brands on the market.
The challenge
Despite Midea’s substantial presence on an international level, the brand was still relatively new to the Maltese market. To overcome the penetration stage and quickly acquire market share, we strategically narrowed our focus to core 4 areas:
Brand credentials
Leveraging Midea’s international brand credentials and driving educational campaigns to inform the public of Midea’s product superiority.
Omni-channel domination
Leveraging Midea’s international brand credentials and driving educational campaigns to inform the public of Midea’s product superiority.
Online presence
Midea’s local online presence was significantly lacking. We had to address this across two verticals: B2C, and B2B.
Product differentiation
In a market where competing brands sell very similar products, creating a unique approach to position the brand was key in shaping consumer perception to favour Midea.
The solution
We implemented a multifaceted approach to Midea’s strategy. At a high-level, we can summarise this across 3 primary components.
Brand differentiation
Opting for the creative headline ‘Make Summer Bear-Able’, we ran connected mass-scale campaigns across digital and traditional mediums. The utilisation of a unique brand mascot enabled us to differentiate Midea’s messaging from alternate air conditioner brands, increasing brand recognition and memorability for consumers.
Informational marketing
A range of mass-scale and re-marketing campaigns were executed across social media platforms. These focused on product specifications, backed by factual data. Using these tactics, the scope was to show consumers that choosing Midea above competing brands is the best and most logical choice.
Website and SEM
We designed and developed a cutting-edge website to showcase the full spectrum of Midea products, whilst providing consumers with a reliable source for first-party information relating to Midea. The launch of a new website also enabled us to penetrate Google as a marketing channel, providing search engine dominance through a range of search ads, SEO, and display advertising.
Community building and PR
We drove direct community engagement through PR activations across 3 fronts:
Dar Bjorn Collaboration
We partnered with one of Malta’s most prominent medical NGOs, responsible for driving local investment into treatment for ALS.
Hamrun Spartans Sponsorship
Midea acquired a significant sponsorship deal with Hamrun Spartans, the leading football club in the Maltese Premier League.
Pauline Dalli Collaboration
Through a collaboration with a leading Maltese influencer, we drove brand humanisation, whilst attaining personalised reach directly to Pauline Dalli’s fanbase.
Building an an integrated warranty registration system
A critical component to buying a Midea air-conditioner is registering for your warranty. The registration process is normally carried out by a third-party installer, who is responsible for the installation of the air-conditioner at one’s premises. To facilitate this process and make life easier for installers, we developed a mobile-based warranty registration system, enabling installers to quickly snap model serial numbers, model numbers, and other technical information that is required to register a customer’s air-conditioner for warranty validity.
The benefits of this newly setup warranty system were two-fold:
Installers became more inclined to work with Midea, since warranty registration was no longer a manual and tedious process.
Less operational overhead for Midea’s after-sales team to review and authorise warranty registrations.
The outcome
20M+
Impressions generated
300K+
Unique people reached
120K+
Website visits generated