After the Midea 'Global Brand Positioning' was launched, rolled-out + trained, people still need(ed) something more tangible.

Hence, a Brand Anthem + a first 'Global Campaign' are needed.

The Brand Anthem is part of the Brand Positioning = done that ✅

...but people always struggle, what is internal and what is external = for consumers, plus, too few marketing + zero sales people understand the 'role' + the 'translation & implementation' of a Brand Positioning.

Therefore, my team put full energy + resources into the 'Brand Launch Campaign' development, which right from the beginning was planned to be a 'Team Building Workshop' to 'involve + engage + onboard + train' the entire team.

Our hypothesis was quickly proven, that we cannot shoot a global campaign, because not only our product portfolio but also our target consumers 'differ' too much.

We knew, great campaigns really have to hit the heart ❤️ of the target consumers by addressing a 'tension', and we saw in each of our markets & regions, those are very different:

Even at the defined same 'Life-Stage',
= the age + attitude + challenges + society norms are very different.

Hence, we opted for a 'Regional Approach',
however, establishing + implementing our principal:

• 'Global Consistency & Local Relevancy'

Therefore, the 'Regional Campaign' strategy was born.

Under our credo 'Global Consistency & Local Relevancy' we held our workshop(s) in each region's biggest and/or defined key markets + invited all others countries to join the development and later, if needed, slightly modify the content.

Every regions' workshop had the same flow:

• we always started with the 'Brand Positioning' Deployment
  = ending with the slogan 'make yourself at home'

• before we introduced the Core Target Consumer Insights
  = showing 'What makes them feel at home'

• then shared the global 'Creative Idea' #ImHome
  + the developed + envisioned 'Campaign Eco-System'
  = Emotional Brand Film + Functional (Hero) Product Films + Landing Page & CTA Strategy

• agreed on all local + regional 'Hero Products' for the next year

• before we workshopped out the 'Campaign Engineering'

During the work on the Brand Positioning, first defining & then analyzing our core target audience, we saw the 'importance' of the 'home feeling'...

While then during our 'deep dives' with consumers we asked them #WhatMakesYouFeelAtHome?

Below the links to all Consumer VoxPops of all Midea Key Markets in 2016+2017:

The questions + the respective answers during our Consumer VoxPops have been so powerful, that the question even became our Emotional Video's 'Opening Question':

'What makes you feel at home?

Based on our respective local + regional consumer insights in combination with our over-arching umbrella idea #ImHome we created regional* relevant + engaging stories of + with our Core Target Group:

After asking them #WhatMakesYouFeelAtHome and building our story around the 'tension', we were offering Midea's ‘surprisingly-friendly’ products which 'uplift their mood' when doing home chores which are a vital part of their lives, and hence, 'convincing' them ‘My Dear, #MakeYourselfAtHome’.

❗️* regionally relevant 👇🏼

A strong regional insight & tension is obviously not that obvious to other countries & regions 🤪

🤭 #Anecdote

I had this Brazilian Senior Manager sitting in my #ImHome Emotional Film APAC presentation, loudly saying that he does not get it + it's all bad + that this film would never work in Brazil...

= well, I know, that's why it is called 'Regional Tension'
+ and that's why we opted to a 'Regional Campaign' approach!

He kept on saying that Brazil is a 'Happy Nation' and such a sad stories would not work at all #Samba 💃🏼

Why don't you see for yourself:

• check out below each Region's Emotional Film
• carefully first read the Regional Tension which it is build on
• 'try' to step into shoes of the local target audience...
• ...and try not to cry! (I bet you will!)
• ...have an eye on the #happy Brazilian Film!

As elaborated above, brands & companies are not doing campaigns to 'only' entertain the consumer.

However, that's exactly how it should feel to them! 🤪

Being hooked + engaged with relevant topics & tensions = spare a moment + having an eye 👀 on you & your brand...

That's exactly how you should pull them into your 'Brand & Campaign Eco-System'

• once inside pulled inside by the Emotional Brand Content/Film
• it's time to present you (Hero) Product Portfolio

...I just picked one example here to showcase how:

• different Regional Emotional Films +
• different Regional Product Portfolios +
• different e.g. Washing Machine Features & Functions
• differently Locally + still Consistently Globally form a 'Brand Image"