Title | SUN BATHING |
Brand | A.O.SMITH |
Product / Service | SOLAR POWERED WATER HEATER |
Category | A01. Event & Field Marketing |
Entrant | LEO BURNETT SHANGHAI, CHINA |
Entrant Company: | LEO BURNETT SHANGHAI, CHINA |
Sales Promotion/Advertising Agency: | LEO BURNETT SHANGHAI, CHINA |
Name | Company | Position |
---|---|---|
Amanda Yang | Leo Burnett Shanghai | Executive Creative Director/Copywriter/Air 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 |
Zhihui Tan | Leo Burnett Shanghai | Designer |
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 | |
Eiffel Ma | Leo Burnettt Shanghai | Designer |
Sean Naesrimu | Cameraman |
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.
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.
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.
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.