SUN BATHING

TitleSUN BATHING
ClientA.O.SMITH
Product / ServiceSOLAR POWERED WATER HEATER
CategoryA09. Environmental Design
EntrantLEO BURNETT SHANGHAI, CHINA
Entrant Company:LEO BURNETT SHANGHAI, CHINA
Design/Advertising Agency:LEO BURNETT SHANGHAI, CHINA

Brief Explanation

In the heart of Shanghai, China’s key market for Solar powered products, we constructed the A.O. Smith “Sun Bathing” consumer experience. It consisted of a self-contained lightproof shower room, complete with shower nozzle fitted into the ceiling. It looked just like any other dark tiled bathroom, except that it was rays of sunlight, not streams of water that flowed through the showerhead.

The Brief

A.O. Smith is a major producer water heaters in China, and has high awareness for it’s electric powered models, but with the growing consumer trend towards low carbon energy sources, A.O. Smith have launched a solar powered water heater.

How the final design was conceived

In our ideas, the sun is the water column sprayed by the shower, and this is compliance with the features of solar water heater. The activities of this consumer experience, compared to the conventional market promotion are more provocative and more spreading.

Indication of how successful the outcome was in the market

Consumer generated Weibo postings and an increase in sales of 23% in Shanghai have lead A.O. Smith to make plans to roll out the “Sun Bathing” experience into Nanjing and Hangzhou.

Credits

Name Company Position
Amanda Yang Leo Burnett Shanghai Executive Creative Director/Copywriter/Art Director
Gordon Hughes Leo Burnett Shanghai Executive Creative Director/Copywriter
Forest Young Leo Burnett Shanghai Creative Director
Jason Su Leo Burnett Shanghai Copywriter
Xiao Kun Leo Burnett Shanghai Art Director/Designer
Chocolate Huang Leo Burnett Shanghai Art Director
Sean Naesrimu Cameraman
Colin Lu Leo Burnett Shanghai Illustrator
William Huen Leo Burnett Shanghai Producer
Claire Zhou Leo Burnett Shanghai Account Manager
Pro Films Production House
Jack Tsai Director
Jacky Fan Editor
Hush Music Music Company
Zhihui Tan Leo Burnett Shanghai Designer
Eiffel Ma Leo Burnett Shanghai Designer