Midea
Services
Website Development
Bespoke Application
Digital Marketing
PR and Brand Activation
Content Production
Industry
HVAC
Market
Malta
the challenge
Despite Midea’s substantial presence on an international level, the brand was still relatively new to the Maltese market. To overcome the penetration stage and quickly acquire market share, we had to overcome several barriers:
1. Leveraging Midea’s international brand credentials and driving educational campaigns to inform the public of Midea’s product superiority.
2. Since the majority of sales are driven through 3rd party retailers, brand visibility across channels remains critical. We ensured Midea always remained a top-of-mind choice for the end consumer.
3. Shaping the brand’s online presence which, to date, had been lacking.
4. In a market where competing brands sell very similar products, creating a unique approach to position the brand has been key in shaping consumer perception to favour Midea.
- Leveraging Midea’s international brand credentials and driving educational campaigns to inform the public of Midea’s product superiority.
- Since the majority of sales are driven through 3rd party retailers, brand visibility across channels remains critical. We ensured Midea always remained a top-of-mind choice for the end consumer.
- Shaping the brand’s online presence which, to date, had been lacking.
- In a market where competing brands sell very similar products, creating a unique approach to position the brand has been key in shaping consumer perception to favour Midea.
bullshark's
solutions
We implemented a multifaceted approach to Midea’s strategy. At a high-level, we can summarise this across 4 primary components:
1. Brand positioning campaign
Opting for the creative headline ‘Choose Wisely, Choose Midea’, we ran connected mass-scale campaigns across digital and traditional mediums. This optimised brand visibility in a manner that established Midea’s brand reputation as the best choice one can make when purchasing an air conditioner.
2. Informational campaigns
A range of mass-scale and remarketing campaigns were executed across social media platforms. These focused on product specifications, backed by factual data. Using these tactics, the scope was to show consumers that choosing Midea above competing brands is the best and most logical choice.
3. Website and SEM
We designed and developed a cutting-edge website to showcase the full spectrum of Midea products, whilst providing consumers with a reliable source for first-party information relating to Midea. The launch of a new website also enabled us to penetrate Google as a marketing channel, providing search engine dominance through a range of search ads, SEO, and display advertising.
4. Community building
We sought direct community engagement by partnering up with Dar Bjorn, a prominent local organisation that funds research and care homes in aid of persons suffering with ALS. This was our chance to give something back to the community.
Building an Integrated Warranty System
A critical component to buying a Midea air-conditioner is registering for your warranty. The registration process is normally carried out by a third-party installer, who is responsible for the installation of the air-conditioner at one’s premises. To facilitate this process and make life easier for installers, we developed a mobile-based warranty registration system, enabling installers to quickly snap model serial numbers, model numbers, and other technical information that is required to register a customer’s air-conditioner for warranty validity.
The benefits of this newly setup warranty system were two-fold:
1. Installers became more inclined to work with Midea, since warranty registration was no longer a manual and tedious process.
2. Less operational overhead for Midea’s after-sales team to review and authorise warranty registrations.
the results
15M+
300K+
105k+
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