The Campaign

People don’t really care about the brand of the fan. They also can’t remember which brand they use because all they remember about fan commercials are the same standard, repetitive, slapstick tv commercials about how strong the wind is. But young people nowadays barely watch tv anymore. They spend most of their time on the Internet and idolize something cool with innovative ideas. So we wanted to do something that fits their lifestyle.

Creative Execution

We were inspired by the way young people play with fans by speaking through the moving blades of the fan, making their voices vibrate with the wind. So our idea will demonstrate the power of a fan by translating it into sound. We used Bangkok Paradise - the world famous Thai band - to make songs using this at different speeds at numbers 1, 2 and 3. We released the tracks as vinyl singles with cool cover designs by visualizing the 3 fan motor speeds. The singles were sold in record stores with a Bluetooth signal that directed buyers to a making of video of the song. We spread the campaign to outdoor media and did a promotional concert tour.

Indication of how successful the outcome was in the market

The campaign became popular online, on the radio and placed on the top of the music charts. Eventually, young people mimicked the idea and now perceive Mitsubishi fan as a cool brand.

People don’t really care about the brand of the fan. They also can’t remember which brand they use because all they remember about fan commercials are the same standard, repetitive, slapstick tv commercials about how strong the wind is. But young people nowadays barely watch tv anymore. They spend most of their time on the Internet and idolize something cool with innovative ideas. So we wanted to do something that fits their lifestyle.