In the ever-evolving world of home appliances, Midea and Taqwwef have crafted a groundbreaking window AC, merging the finest attributes of wall-mounted and traditional window units. This innovative product boasts inverter technology, whisper-quiet operation, easy installation, remote control convenience, superior cooling, and optimal air distribution.
The Wonder Unveiled: Midea’s Window AC
To introduce this technological marvel to the market, a unique campaign strategy was devised. Leveraging local Iraqi culture, the campaign delved into famous sayings deeply embedded in daily conversations, creating a connection between traditional expressions of wonder, skepticism, and the advanced features of the new window AC.
Visualizing Cultural Expressions
The campaign strategically selected renowned local sayings, such as:
- “There is no such duck doing pushups”!
- Meaning: This is impossible.
- “Do you think that we are rabbits”?!
- Meaning: You are not being realistic!
- “This can’t be true even if a palm tree grows on your head”!
- Meaning: Nothing can make this happen.
- “I will talk to him once ‘he’ comes”!
- Meaning: Non-sense, referring to convincing an unknown mysterious character that does not exist.
- “I will shave my mustache if this will happen”
- Meaning: It cannot be. The removal of the mustache carries significant cultural weight for Iraqi men, making this saying impactful.
Sayings Brought to Life
For the first time in Iraq, these iconic sayings were visually interpreted, creating a campaign that resonated with the local audience. The vibrant visuals and cultural relevance not only showcased the product’s features but also made it an integral part of the Iraqi narrative.
Campaign Success: The Only Wonder
The results were extraordinary. The product witnessed a surge in popularity, with 5000 units sold during the campaign session. The entire stock was quickly depleted, establishing the product as a sought-after choice. The brand emerged as culturally attuned and relatable, offering not just appliances but breakthrough technological solutions.
Published in Iraq and UAE, March 2023
The campaign, titled ‘The Only Wonder,’ made its mark in Iraq and the United Arab Emirates in March 2023. Developed by the creative minds at CrazyTown, this Film medium campaign seamlessly integrates cultural expressions with technological innovation in the Electronic Devices and Electronics, Technology industries.
In essence, Midea and Taqwwef’s ‘The Only Wonder’ campaign is not just about an AC; it’s a celebration of cultural identity, technological progress, and the awe-inspiring wonders that transform everyday life.
