The cultural adaptability behind Midea's air conditioning campaigns in the West

Midea’s two new air-conditioning products, Midea U and Breezeless, were launched according to the habits and characteristics of audiences in the North American and European markets. In terms of creativity, it is necessary to effectively convey the usefulness of the product to local consumers and successfully attract their attention. For a Chinese brand, it must be in place in terms of meticulous workmanship and the exploration of the basic level of cultural values.

This article is part of Spotlight China's latest series focusing on Chinese brands going global. Click to go to the topic page to read more about it.

Case Details

Brand: Midea air conditioner

Brand Owner: Midea

Main Agency: F5

Market launch:North America, Europe...

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