Creating a world-class awards show for Midea and Man City
The Thinking
Midea wanted to leverage its Man City partnership with an end-of season campaign that celebrated the team’s success on the pitch, alongside its world-class appliances.
The Making
We developed the Midea World Class Awards, an unusual and lighthearted play on the popular end-of-season awards. This celebrated the players who delivered on the pitch, with each award category and trophy focused on a Midea product name.
To promote the voting microsite, we produced nine social videos, featuring two club legends delivering the awards around Manchester, as well as supporting digital, CRM and social content.
The Blowing Up
The campaign ran across global and local Midea channels, as well as a paid partnership with OneFootball. Man City and the players also shared the content, giving us unprecedented reach to our target audience.
The Positive Impact
48
Countries
30,000
Youtube Views
1.5m
Video Views
48m
Reach