After our very first Midea #ImHome brand campaign launched in September 2016 in Indonesia #ImHome 1.0 (ASEAN) and our follow up Ramadan campaign in May 2017 in Indonesia #ImHome 2.0 (ASEAN)…

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

We created Global Brand Guidelines = Global Brand Principals, hence used the same 'campaign structure' as for #ImHome ASEAN 1.0 & 2.0 also here for MENA 1.0

The principle for our global brand launch campaign is:

'Global Consistency & Local Relevancy'

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 in Indonesia particularly resonated with the young upgraders 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...

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' – #ImHome 2.0 is all about attending a big family dinner with the in-laws …while also 'carrying' a hidden secret...

 

So, for MENA, what did we discover to be an interesting tension around the topic:
'Feeling At Home'?
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Hence, the MENA 1.0 Emotional Brand Film is (again + also) based on a local* insight & tension – *which only local young upgraders understand without any extra or further explanation (otherwise it would not be a 'local' tension but an 'universal' truth) 🫣

In MENA 1.0 our theme was 'Arranged Marriages'.

Try to imagine our film's couple is in an 'arranged married' and therefore, there is that tension in the air, that uncertainty, especially for her, now married, alone with her husband, in a new apartment ...he acting strange, suspicious, only on his phone, typing & texting

...before he turns out to be a very thoughtful, good & lovely person & husband…

 

See for yourself: