Midea Ramadan:
Make precious
moments together
• Ramadan Campaign 2023 (KSA)
What: Digital, Content
Who: Midea
How: Film, Social Media
Midea Ramadan:
Make precious
moments together
Ramadan is a time to celebrate togetherness. The
perfect occasion to highlight a range of appliances
that enables the joy of doing things together.
Problem…
Midea appliances are quite ubiquitous. But despite being
user-friendly, state-of-the-art and affordable, brand recognition was still low.
....Solved
We took the best features of the
appliances and weaved them into a story
that celebrated the spirit of Ramadan,
where the festivities bring families and
friends together.
Insight
Ramadan is a busy time for families. Juggling
work, life and iftars during the day, the entire
family is in hyper mode. In such a situation, if a
brand comes along to make life easier, the celebratory moments are that much sweeter.
Concept
The idea revolved around a family’s Ramadan festivities, and how Midea’s appliances bring together a memorable evening of hosting an Iftar. By
using the ingenious features of the appliances,
the family is able to ‘make precious moments together’ – underlining the very spirit of Ramadan.
Execution
Crafted for the KSA market, we decided to echo
the progressive values that the region is embracing. Wherein, the lead for chores is taken up by
the man of the house while the lady decides to
spring a surprise in the form of an Iftar guest. The
montage seamlessly blends the product usage
along with the little moments of bonding between the family members. And the resulting film
is a heart-warming story that is high on brand
recall.
The Rollout
Ramadan Campaign 2023 (KSA)
Ramadan is a time to celebrate togetherness. The
perfect occasion to highlight a range of appliances
that enables the joy of doing things together.
Midea Ramadan:
Make precious
moments together
The film was strategically released pre and during the
festival of Ramadan. The media budgets where optimized for maximum reach across channels such as
YouTube and other social media platforms.
Uptick
views on YouTube:
1.8m
view-through rate:
78%
Increase in brand recall and top-of-mind consideration
