The concept highlights the brand’s unconventional profile and focuses on the metaphor that everyone’s home is like a kingdom in which each person can be King or Queen in his or her own way. Home is no longer the sacred place of the traditional family but an increasingly flexible and open space, ready to accommodate the vices and virtues of all who inhabit it.
We were responsible for the conception, production and media planning of the omnichannel campaign, used and distributed internationally. The project included an in-depth analysis of the target audience to understand how to effectively decline the international “Make yourself at home” positioning in the market. Starting with the Hero video, several cuts were produced with landing on the digital touchpoints outlined by the media strategy.
For the Milan Design Week 2024, we conceived and produced a special activation set within the framework of the brand campaign concept. The Midea Royal House was designed to welcome visitors to a space where everyone can feel like a King and Queen, just like at home. The activation included a full calendar of events for both B2B and B2C target audiences, filled with show-cooking, special guests and initiatives to tell the values of the Midea Group brands and present the latest innovations.
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