Midea launches windless Comfort Star air conditioner with human appeal via DDB Shanghai
On summer nights air-conditioning can be a problem. Faced with the dilemma – leave it on all night and catch a cold, or turn it off and the unbearable heat keeps you awake. Midea Air-conditioner has the solution with the launch of its new product ‘Comfort Star’.
Comfort Star uses newly invented windless technology and 1,096 venting baffle sheets to minimise the wind power. This is an air-conditioner with a human touch and is developed by DDB Shanghai is also crafted with a healing approach.
The spot opens with an interesting twist. A young couple and their daughter resort to sleeping under the bed to evade the strong wind from their air-conditioner, until the windless Comfort Star comes to the rescue. Empathising with parents, the TVC closes with a touching scene of the young daughter, who sweetly sleeping lies her foot on her father’s face.
Twelve Tang, Vice President of DDB China Group said, “Most advertisements for Chinese domestic appliances emphasise their high technology element. However, no matter how high-tech they are, if they cannot touch consumer’s hearts, they are futile and worthless. We believe only storytelling with a human touch can win over the audience.”
Su Rong, Marketing Director of Midea Air-conditioner believes Comfort Star is not only a cold machine, but a warm and caring product, He added, “The healing angle that DDB adopted for Comfort Star TVC has disrupted conventional air-conditioner advertising. The video has been a huge success after being released on online media. It proved that the healing approach works for audience and consumers.”