SUN BATHING by Leo Burnett Shanghai for A.O.SMITH

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SUN BATHING

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Industry Business equipment & services, Corporate Image
Media Print, Magazine & Newspaper
Market China
Agency Leo Burnett Shanghai
Director Jack Tsai
Creative Director Forest Young Saatchi
Art Director Haibo Huang
Copywriter Jason Su
Designer Eiffel Ma, Zhihui Tan
Producer William Huen
Photographer Leslie Sim
Illustrator Colin Lu
Editor Jacky Fan
Released September 2011

Awards

Cannes Lions 2012
Design Lions Temporary Retail Gold

Credits & Description

Advertiser: A.O.SMITH
Product/Service: SOLAR POWERED WATER HEATER
Agency: LEO BURNETT SHANGHAI
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
Media placement: Outdoor - Shanghai Red Town - 1st Sep, 2011
Describe the objective of the promotion.
A.O.Smith is a major producer of water heaters in China, and has high awareness for its electric-powered models, but with the growing consumer trend towards low carbon energy sources, A.O.Smith have launched a solar-powered water heater. We want to launch the A.O.Smith solar-powered water heater in a unique way.
Describe how the promotion developed from concept to implementation.
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 showerhead.
Explain why the method of promotion was most relevant to the product or service.
The shower room brought a wonderful and warm bath experience to the visitor. When you entered the room, it looked like any other dark tiled bathroom. It was rays of sunlight, not streams of water that flowed through the showerhead. Every visitor could enjoy the experience comes from A.O.Smith solar-powered water heater.
Describe the success of the promotion with both client and consumer including some quantifiable results.
More than 20,000 people attended the event.
Consumer-generated 890,379 Weibo postings and an increase in sales of 23% in Shanghai have led 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 occupied the top share in China's solar-powered water heater market.