In-strore activation to launch the most powerful window AC in Saudi Arabia.
Brief
To launch the most powerful window AC in the hottest place in the world.
To launch the most powerful window AC in the hottest place in the world.
Solution
Research showed a high-incdence of in-shop decision making regarding brand choice, so the product placement area was chosen as an effective site.
To make sure a foreign brand achieved immediate cultural fit.. A creative technique called 'alter the familiar', in this case a local traditional Saudi outfit called 'Thobe'. Generally light cotton made for a hot desert country - was created in a never-seen-before version: a FUR Thobe, implying the necessity of high protection when temperatures dropped because of Admiral AC.
Research showed a high-incdence of in-shop decision making regarding brand choice, so the product placement area was chosen as an effective site.
To make sure a foreign brand achieved immediate cultural fit.. A creative technique called 'alter the familiar', in this case a local traditional Saudi outfit called 'Thobe'. Generally light cotton made for a hot desert country - was created in a never-seen-before version: a FUR Thobe, implying the necessity of high protection when temperatures dropped because of Admiral AC.
Results
Immediate message understanding followed by high recall, leading to sales at a much higher level than projected and an out-of-stock situation. For the first time in recent memory, AC unit deliveries were made based on a waiting list of customers
Immediate message understanding followed by high recall, leading to sales at a much higher level than projected and an out-of-stock situation. For the first time in recent memory, AC unit deliveries were made based on a waiting list of customers