THE BRIEF:
Lots mom knew, kids, esp. under 10years old, would like to kick off their quilt while they slept, mom worried they would got cold. That’s why Midea released a new intelligent a/c for kids, the biggest feature of this a/c was:
once kid kicked off quilt, the a/c will scan the uncovered body space, then changed the temperature intelligently.
THE IDEA:
Our ideas started from the insight of Chinese mom: mom really wish someone who can give them a shout when their kid kicked off the quilt. So we created a quilt guy whose duty was going to inform mom.
As the digital part, we created a game which was based on wechat, the kids in the game will kick off quilt unexpectedly. user need to cover the quilt which the kid kicked off in certain time, then user will get a score which can by this a/c.
As the viral part, we gave the quilt guy of the tvc 10 kinds of different vo accent, to entertain Chinese consumers.
Client: Midea
Agency: ogilvy&mother ShangHai
Creative: Thomas Zhu、Bamboo Zhuang、Nokkia W
