The cultural adaptability behind Midea's air-conditioning overseas ideas

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

Industry: Household Appliances

Media channel: online video

case summary

In the North American and European markets, Midea Air Conditioning launched innovative air-conditioning products based on local specific needs. By releasing video commercials, the film uses cultural symbols that are unique to the local area found after in-depth insight,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands