To launch the most powerful window AC in the hottest place in the world.

 

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.

 

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