Advertiser: A.O.SMITH
Product/Service: SOLAR POWERED WATER HEATER
Agency: LEO BURNETT SHANGHAI
Executive Creative Director/Copywriter/Art Director: Amanda Yang (Leo Burnett Shanghai)
Executive Creative Director/Copywriter: Gordon Hughes (Leo Burnett Shanghai)
Creative Director: Forest Young (Leo Burnett Shanghai)
Art Director/Designer: Xiao Kun (Leo Burnett Shanghai)
Art Director: Chocolate Huang (Leo Burnett Shanghai)
Copywriter: Janson Su (Leo Burnett Shanghai)
Designer: Zhihui Tan (Leo Burnett Shanghai)
Designer: Eiffel Ma (Leo Burnett Shanghai)
Illustrator: Colin Lu (Leo Burnett Shanghai)
Producer: William Huen (Leo Burnett Shanghai)
Account Director: Claire Zhou (Leo Burnett Shanghai)
Production House: (Pro Films Shanghai)
Director: Jack Tsai
Cameraman: Sean Naesrimu
Editor: Jacky Fan
Music Company: (Hush Music)
Media placement: Outdoor - Shanghai Red Town - 1 September 2011
Describe the objective of the promotion.
A.O. Smith is a major producer of water heaters in China, and has achieved high awareness for its 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.
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 compliant 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.
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 led A.O. Smith to make plans to roll out the ‘Sun Bathing’ experience into Nanjing and Hangzhou.