Midea DM REMOTE CONTROL by Ogilvy & Mather Shanghai

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market China
Agency Ogilvy & Mather Shanghai
Art Director Kevin Lee, Robin Wu, Zhang Lei, Jordan Dong, Minsheng Zhang
Copywriter Kit Ong
Designer Xiao Kun, Haibo Huang
Photographer Keno Zhao
Released February 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: MIDEA
Date of First Appearance: Mar 1 2010 12:00AM
Exectutive Creative Director: Kevin Lee (Ogilvy Shanghai)
Creative Director: Kevin Lee/Kit Ong (Ogilvy Shanghai)
Copywriter: Kit Ong (Ogilvy Shanghai)
Art Director: Robin Wu/Minsheng Zhang/Jordan Dong/Zhang Lei/Kevin Lee (Ogilvy Shanghai)
Photographer: Keno Zhao (Refine Images)
Typographer: Haibo Huang (Ogilvy Shanghai)
Retoucher: Joo Jeoh (Refine Images)
Designer: Haibo Huang/Xiao Kun (Ogilvy Shanghai)
Post-production house: (Tito Limited, Shanghai)
Sound studio: (Hush Studios, Shanghai)
Media placement: direct - presentation board - 01-03-2010

Describe the brief/objective of the direct campaign.
China is the number one contributor of greenhouse gases in the world. Midea, an air conditioner maker, wants to do its part in helping to lower greenhouse gas emissions into the environment. Air conditioners consume a lot of energy, and 80% of the electricity supply in China comes from coal-fired power plants. And coal-based power plants are one of the major culprits causing greenhouse effect. The challenge lies in how to convince their air conditioner users to actively play their part.

Explain why the creative execution was relevant to the product or service.
We proposed to Midea to reconfigure and reconstruct every remote control device to include an Eco Button. The Eco Button automatically sets the temperature at 26°C or 78.8°F. And 26°C is proven to be the most ideal temperature setting during summer (as recommended by the General Office Of The State Council Of China) to save energy thus emitting less greenhouse gases overall to harm the environment. Whenever the Eco Button is pressed, a message saying, “Mother Nature Thank You” appears on the LCD screen.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Rather than to spend a large sum of money in doing persuasive adverting, we looked to a different solution. We chose to focus on the remote control device. It is the first thing anyone would reach out for to turn on the air conditioner. The remote was promoted word of mouth and the sales agents where the airconditioners were sold were playing a vital role in marketing the product. We opted for a green implementation strategy. Can people in just one touch contribute positively to climate change? Yes, they can.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Midea produces about 10 million air conditioners in a year. In China the average temperature setting is 23°C, and raising 1°C reduces 10% of CO2 emission. Thus Midea helps to reduce 30% of CO2 emission caused by 10 million air conditioners.