#ImHome Middle East

• Tension

After our very first Midea brand campaign launched in September 2016 in Indonesia (ASEAN)
and our follow up Ramadan campaign in May 2017 in Indonesia (ASEAN)…

We now launched the Midea brand #ImHome campaign in July 2017 in MENA (Middle East North Africa0

We used the same campaign structure as for ASEAN 1.0 & 2.0 also here for MENA 1.0

The principle for our global brand launch campaign is: 'Global Consistency & Local Relevancy'

Hence, the MENA 1.0 emotional brand video is based on a local insight & tension – which only local young upgraders understand without extra or further explanation.

In MENA 1.0 our theme was 'Arranged Marriage'.

Try to imagine our hero couple is 'arranged married' and therefore, there is that tension in the air, before he turns out a very good & lovely person & husband…

• Emotional Brand Video