Type of entry: Environmental Design
Category: Temporary Retail
Advertiser: A.O.SMITH
Product/Service: SOLAR POWERED WATER HEATER
Agency: LEO BURNETT SHANGHAI, CHINA
Advertiser A.O.SMITH
Product SOLAR POWERED WATER HEATER
Entrant LEO BURNETT SHANGHAI, CHINA
Type of Entry: Environmental Design
Category: Temporary Retail
Title: SUN BATHING
Advertiser/Client: A.O.SMITH
Product/Service: SOLAR POWERED WATER HEATER
Entrant Company: LEO BURNETT SHANGHAI, CHINA
DM/Advertising Agency: LEO BURNETT SHANGHAI, CHINA
Executive Creative Director/Copywriter/Art Director: Amanda Yang (Leo Burnett Shanghai)
Executive Creative Director/Copywriter: Gordon Hughes (Leo Burnett Shanghai)
Creative Director: Forest Young (Leo Burnett Shanghai)
Art Director/Designer: Xiao Kun (Leo Burnett Shanghai)
Art Director/Designer: Chocolate Huang (Leo Burnett Shanghai)
Copywriter: Jason Su (Leo Burnett Shanghai)
Designer: Zhihui Tan (Leo Burnett Shanghai)
Designer: Eiffel Ma (Leo Burnett Shanghai)
Illustrator: Colin Lu (Leo Burnett Shanghai)
Client Service: Clair Zhou (Leo Burnett Shanghai)
Producer: William Huen (Leo Burnett Shanghai)
Director: Jack Tsai ()
Cameraman: Sean Naesrimu ()
Editor: Jacky Fan ()
Photographer: Leslie Sim ()
Art Director: Huang Haibo ()
Brief Explanation
A.O.Smith is a major producer of water heaters in China, and has high awareness for it’s electric powered models, but with the growing consumer trend towards low carbon energy sources, A.O.Smith have launched a solar-powered water heater.
In China’s key market for Solar-powered product, we want to enlist the help of netizens and on-line media to generate support for A.O.Smith, then make the sales growth of A.O.Smith solar powered water heater in Shanghai and other cities in China.
Describe the brief from the client
A.O.Smith wants to launch its solar-powered water heater in a unique way.
Describe the creative solution to the brief/objective.
In the heart of Shanghai, China’s key market for solar-powered products, we constructed the A.O.Smith 'Sun Bathing' consumer experience.
It consisted of a self-contained lightproof shower room, complete with shower nozzle fitted into the ceiling. It looked just like any other dark tiled bathroom, except that it was rays of sunlight, not streams of water, that flowed through the shower head.
Describe the results in as much detail as possible.
• More than 20,000 people attended the event.
• Consumers generated 890,379 Weibo postings and an increase in sales of 23% in Shanghai have lead A.O.Smith to make plans to roll out the ‘Sun Bathing’ experience into Nanjing and Hangzhou.
• At the end of 2011, A.O.Smith has occupied the top share in China solar-powered water heater market.
The Print Ad titled SUN BATHING was done by Leo Burnett Shanghai advertising agency for product: SOLAR POWERED WATER HEATER (brand: A.O.SMITH) in China. It was released in the Jun 2012.
Print ads