The Chief
Idea Officer
In 2022, we introduced America to Midea's Chief Idea Officer; the (self proclaimed) genius behind the best ideas and innovations at the World's best appliance company. Starring Sam Richardson (Veep, The Detroiters) this National, Omni-channel campaign helped launch the Midea brand and full line of appliances in the United States.
Company
Midea America
Agency Partner
Pereira O'Dell
My Role
Project owner, Branding, Creative, Paid Media, Digital, Omni-Channel
Objectives and Goals
Introduce the Midea brand to the United States of America. Midea is one of the largest appliance manufacturers in the world, but in 2021 they held less than 3% US market share for major appliances.
This objective of this campaign was to increase brand awareness and credibility, as part of a 4 year brand building strategy to become a top 5 household brand. Along with increasing awareness and sales, an important goal was to drive consistency of the brand name pronunciation.
The campaign used humor and a fun tone to engage customers, while showcasing Midea's high quality, innovative products.
Research and Insights
While conducting US consumer research, as well as anecdotal internal discussions we learned that a majority of people did not pronounce the brand name "Midea" properly. Often they mispronounced it as Tyler Perry's famous character Madea. The proper pronunciation is "mai·dee·uh".
We also found that technology and innovation were a big factor in purchase decisions for small and major appliances. Essentially, consumers look for brands with great ideas.
These insights inspired the "My Idea" concept to educate consumers on brand pronunciation, as well as amazing product innovations. From this, the Chief Idea Officer was born.
Meet the Chief Idea Officer
Omni-Channel Campaign
We launched a three month takeover of NYC to leverage the Chief Idea Officer creative and promote sales of the Midea U window air conditioner. The U shaped design allows the user to open their window, even when installed, and keeps the compressor noise outside. It is the perfect product for NYC. From subway displays, to billboards, and digital signage, the Chief Idea Officer was painting the town Midea blue.
Common New Yorker pain-points such as excessive noise from traditional AC units, and being forced to seek cooling from the store on the corner were used to inspire locally relevant headlines and copy.
Out-of-Home
The Chief Idea Officer was visible on retail POP and endcaps. His adorable look, and "My Idea" quips caught shoppers eyes and helped present Midea as a fun brand with innovations that solve consumer problems.
Point of Sale
To reach our target audience and generate demand for Midea products, we used paid social and programmatic display banners of the Chief Idea Officer next to hero products. Each banner had a unique "My Idea" headline, relevant to the product.
Social and Display
Additional Collateral
