An outstanding campaign for Gree air conditioners

An air conditioner is not just a technological device, as its operation creates a pleasant atmosphere in the room. It has a significant impact on quality of life, productivity, and overall well-being. We translated the well-being that Gree air conditioners bring into a creative campaign story. With a simple modular slogan, " VEDNO DOBRA KLIMA," (always good climate) and bold, colorful visuals, we built a strong communication story that clearly and humorously appealed to potential customers.

In order to convey our creative idea as convincingly as possible from concept to realization, we photographed and filmed three motifs that appealed to different target groups. The motifs have in common that they show situations where people feel comfortable in a space and there is a good atmosphere between them – both literally and figuratively. The filming day took place in a good atmosphere for everyone involved, with the model on all fours patiently and professionally doing his job with the appropriate amount of treats.

We built the campaign on a careful selection of channels where users are most receptive to the message – from outdoor advertising spaces that appeal to drivers on the road and in city centers, to advertisements in pleasantly air-conditioned movie theaters and content formats on Pinterest that inspire interior design. Video formats with eye-catching short clips also played an important role, quickly and effectively attracting attention amid a flood of other messages. In addition, we tested new channels, thereby expanding our reach and testing audience responsiveness in different environments.

A significant part of the campaign was devoted to preparing content for multiple landing pages (depending on the stage of the user's purchase), PR articles, and newsletters, where we responded to the most common customer dilemmas with useful information. Digital ads led to content-rich landing pages where visitors could submit their inquiries.

For this extensive campaign, which lasted a good three months, we prepared almost a hundred different campaign elements and also took care of media buying. The results of the campaign significantly increased brand awareness, brought the Gree brand to the forefront of consumers' minds ahead of the peak season for air conditioners, and contributed to successful sales results.