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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.