Midea Vandelo

Viral Video and Micro Film

Midea Vandelo is a home appliance brand pursuing “Fresh Life, Affordable Luxury”, and devoted to offering the customers with refreshed life experience.


Advertiser:Midea Vandelo

Industry:Home appliance, refrigerator

Time:2015

Launch:China

Customer Insight:The white collars spend little time at home, and less in dining with their families. The refrigerator passes the warmth of family ties with its function of keeping home-made food fresh for the white-collar.




《Love, is selfless》



《Love, will never leave you》



《Refreshed for love》


Under the influence of the sluggish economy and real estate market in 2015, the home appliance industry has been in downturn, and faced a “cruel reshuffle” with more fierce competition. Meanwhile, the refrigerator market has been fulfilling its potential. On the one hand, since the beginning of the “Home Appliances to the Countryside” policy, the dual and three-door refrigerators bought by the customers have entered a peak period of upgrading. The high-end multi-door refrigerator with large box and multi-purpose partition was anticipated a spike in purchases. On the other hand, policies, such as the offer of energy-saving subsidies in Beijing, stimulated the customers to some extent. These two aspects led to more intense price competition. Faced with declining overall sales and fiercer price competition in refrigerator market, how could Vandelo attract the customers and enhance the market share?


After analyzing the consumer cognition of the current refrigerator market, Insight Group observed that most of them stressed on the functions of fresh keeping and food storing, without reaching the emotional level. The target group, aging from 30 to 50, lays more emphasis on family life, and seeks for taste and quality. Apart from the functions, they expect to be emotionally satisfied.



We further observed that the target group, i.e. white collars spend little time at home, and less in dining with their families. The refrigerator passes the warmth of family ties with its function of keeping home-made food fresh for the white-collar. Thus, from the perspective of Vandelo’s unique commitment-“Dual Air-cooled Refrigeration System, High-Quality Flawless Design”, Insight Group made the engagement idea

 

Enjoy a “Fresh” Family Life


A dual air-cooled refrigeration system (Refrigerator and freezer compartment both contain independent no frost refrigeration system.) keeps food fresh and prolongs the storage time so that the target group can enjoy a refined life with affordable luxury in the hustle and bustle of city life. Their emotional needs can also be satisfied from the “fresh” family life.


The marketing campaign was proceeded in two stages. Firstly, release a series of viral videos themed with “I Speak for Vandelo!” to create a buzz for the new product. Then, launch “Keep Love Fresh”- Micro film series concerning family affection, to strike a chord with target group and enhance brand recognition with the idea of “Enjoy a ‘Fresh’ Family Life. Meanwhile, build Vandelo’s image of high quality with “Enjoy the Freshness right away” series.







These videos were released on Youku, Tencent, and the official website of Midea. The five warm-up videos received positive comments online, with over 1.19 million playbacks on Youku. Sina microblog topic “I Speak for Vandelo!” was viewed 55.72 million times, with over 230 thousand searches on Baidu Index. Vandelo succeeded in promoting its brand image to the emotional level, and correlating its product with customers’ pursuit of quality life. Vandelo got rid of the price war, gapped away from competitors, and increased its market share by promoting the high-end refrigerator.