A Chinese appliance maker played a film-length ad in an air-conditioned cinema to give New Yorkers respite amid a heatwave.
“It’s common for New Yorkers to seek refuge in air-conditioned cinemas during a heatwave".
A Chinese appliance maker played a film-length ad in an air-conditioned cinema to give New Yorkers respite amid a heatwave
It’s common for New Yorkers to seek refuge in air-conditioned cinemas during a heatwave. So when Chinese electrical appliance manufacturer Midea wanted to launch its Midea U cooling unit in the US market following the hottest July on record for New York City, it played on this insight.
Working with agency Pereira O’Dell, New York, Midea created a 90-minute film starring the air conditioning unit and held the premiere at the Village East by Angelika cinema in Manhattan.
Attendees were offered a discount on a Midea AC unit, and viewers were encouraged to cool down, check their emails, and make phone calls if they wanted, said Robert Lambrechts, CCO of Pereira O’Dell, in a press release. ‘The draw is the chill, not the content.’
The feature-length ad shows a Midea air conditioning unit cooling an apartment with a person occasionally coming into frame. ‘When it’s a hard summer, you walk into any store – whether it’s a CVS or a clothing store – just to feel the AC,’ said PJ Pereira, creative chairman, Pereira O’Dell in the press release. ‘One summer I even went to see the movie Cowboys & Aliens twice in the movie theatre for reprieve,’ added Lambrechts.
The Midea model featured in the film is designed to be used whether the window is open or closed, which suits New York apartments, according to the brand. The stunt was supported by out of home, with 15- and 60-second clips of 90 Minutes of Air Conditioning shared on social channels.
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