Transforming Investor Returns Into Emotional Connections: How We Positioned Midea as a Go-To Brand For Young Homeowners in APAC
Midea has quietly become a global powerhouse in recent years, acquiring iconic brands (Toshiba, Teka) and recording record revenue figures in 2024.
But…. whilst $56 billion buys you a lot of things, it doesn’t always buy you a feeling.
When it came to major life moments like outfitting a first apartment or upgrading to a family home, Samsung & LG often emerged as first choice thanks to high brand awareness & ‘premium tech’ brand perception. Midea’s tech was equally impressive (and, in some cases, award-winning), but… the brand and its products were missing a relatable human spark.
At distillery, we know that without an emotional "why," marketing is just noise.
So, when presented with the opportunity to help launch Midea’s Suite 1.0 appliance range, we knew the job was more than just producing a shiny new campaign video and some pretty ads: it was about building a creative system that shifted the narrative from "jargon-heavy hardware" to "AI that cares."
The "distilled" strategy:
Human-First AI: Move beyond the instruction manual to showcase how Midea technology adapts to the messy, beautiful reality of life.
Aspirational yet Attainable: Position Midea as the premium choice for the modern first-time buyer and/or newly married couple.
Regional Rigor: Craft a modular toolkit designed to empower local markets across APAC to speak to their ICP with one unified, confident voice.
Get a first look at the creative direction in the campaign film below:
We’re putting the finishing touches on the full case study, where we’ll dive deep into the data-driven insights and creative "why" that drove this regional reset. Stay tuned—the full story drops soon and will be available to read here.
Want to see how we create results, made to measure, for other brands across B2C & B2B? Explore our work with Visa & Google here.
