We helped connect the world class performance of EPL winners Man City with the excellence of the Midea home appliances.
The Thinking:
Midea wanted to leverage their Man City partnership with an end-of-season campaign that celebrated the team's success on the pitch, coupled with their world class appliances.
The Making:
We developed the Midea WorldClass Awards, an unusual and light-hearted play on the popular end-of-season awards. This celebrated the players that delivered on the pitch, with each award category and trophy focussed on a Midea product name.
To promote the voting microsite, we produced nine social videos, featuring two club legends delivering the awards around Manchester, as well as supporting digital, CRM and social content. After voting closed, we released a winners announcement video, and 100 fans were rewarded with Man City merchandise.
The Blowing Up:
The campaign ran across global and local Midea channels, as well as a paid partnership with OneFootball. Man City and the players also shared the content, giving us unprecedented reach to our target audience.
The Positive Impact:
The campaign ran across global and local Midea channels, as well as a paid partnership with OneFootball. Man City and the players also shared the content, giving us unprecedented reach to our target audience.
Ran in 48 countries
1.5m video views
48m reach
