Midea, the world’s #1 major appliances producer, in September 2016 unveiled its new brand video 'I’m Home' for Indonesia that tells an emotional story familiar to young Indonesian couple on the importance of home.

• the film went viral...
• Midea & agency won an ROI Award 🏆

 

The central theme is:

To 'feel at home' all human beings are seeking elements they are familiar with, such as a familiar smell, a familiar taste, or a familiar product e.g. a home appliance, which gives them the feeling of security.

Midea’s first story particularly resonated with the young upgraders in Indonesia, because it illustrated one of the most emotional stages of a young woman’s life: getting married + moving into a new home – which means, leaving all her 'familiar home feelings' behind...

The 2nd Brand Film literally launched 9 months later with the topic 'The Hidden Secret':

#ImHome 1.0

Recap: The first film shows several milestones & memories between mom & daughter, before looping the viewer into the beautiful 'circle of life' - best to have a tissue at hand 🥰

Life goes on, and only nine months after Midea's 1st #ImHome 1.0 Brand Film, the brand explored life’s next 'biggest challenge' – attending a big family dinner with the in-laws …while also 'carrying' a hidden secret...

 

#ImHome 2.0

Midea’s new film – 'The Newcomer' – is (again) about the struggle of gaining acceptance, overcoming nerves and finding a way to 'feel at home'.

In this setting, (again) highly relevant to young upgraders, the film is filled with moving moments and an uplifting surprise at the end.

While Midea’s first film focused on the uniquely strong bond between a mother & her daughter, this second film uses the suspense between daughter & her mother-in-law.

It’s a tension that young upgraders across all ASEAN countries (probably even worldwide!) can identify with.

 

Both films are reflecting on very sensitive stories, reflecting Midea’s mission to craft products that are made with the same level of sensitivity and to help consumers to 'feel at home'.

Midea – 'make yourself at home'