After we have defined + established our new Midea 'Brand Positioning' on paper & deployed it internally within this Midea 'Digital Brand Book' available only for all Midea employees, we planned our 1st Global Activation.

We quickly learned + realized that our Global Target Audience is too different.

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

Hence, we opted for a Regional Approach, establishing our principal:

• 'Global Consistency & Local Relevancy'

In Spring 2016 we have chosen APAC as our 1st key region and within the region Indonesia being the strategical first market to officially launch the new Midea Brand Positioning with a regional Brand Launch Campaign.

After robust consumer research + deep dives into local behavior via an Online Community + Consumer Vox Pops asking them 'What makes you feel at home?' we discovered the tension we want to build our creative idea on:

The 'Creative Idea' behind our 1st ASEAN Brand video is based on the tension, that:

• 'Getting Married' is the 'best' day in a young girls life...
• ...but also a day loaded with 'uncertainties' + even 'fears'...
  because normally the newly weds move to his parents house.

 

Therefore, the so important 'Feeling of Home' + 'Feeling at Home' and the entire process of 'Make Yourself at Home' is uncertain...

Well, spoiler alert, check out our Midea #ImHome video + find out how our 'my dear' husband knows how to win her heart ❤️ (...of course with some support from #Midea)

Press Conference - Jakarta, 27th September 2016