Midea Unveils New Global Branding at FINA World Championships
Feel the power and make yourself at home
What sounds like one strong statement is actually the taglines of two completely different and still strongly connected companies: FINA & Midea. While the current FINA World Championships use the hasthag #FeelthePower, Midea, just launched its new tagline “make yourself at home”.
Windsor – Ontario, Canada, 11th December 2016 – 46 gold medals were won here in Windsor at the FINA Aquatics World Championships. Midea, as a proud official sponsor was right in the middle of the actions these days and the Midea brand was extremely present and visible throughout the entire event.
Midea, the world’s #1 major appliances producer is partnering with FINA to showcase its most comprehensive range of home appliances. The company currently packed that message into a video called: “A Midea Day” that spectators can see on the big screen in the arena.
Find the full video on Midea Global Youtube Channel: https://www.youtube.com/watch?v=CHQsVW9JWhc
“A Midea Day”
The Midea Day tells the story about Midea products from all different categories within your daily life accompanying you 24/7. Such as the day starts at 7:22am with a hot shower from a Midea Water Heater and every half an hour a different Midea product is used by millions of families throughout office and home to guarantee “you always feel at home”.
Global Brand Launch from Indonesia to Canada
Midea commenced its global new brand positioning launch activities in September 2016 with a major press conference in Jakarta, Indonesia. Midea then shared several messages to the world – the new tagline/slogan: “make yourself at home” and its news status as the “world’s #1 major appliances producer”. On top Midea make sure in all communication activities to always showcase its most comprehensive range of home appliances and a surprisingly friendly product promises.
Left to right: Sissy Prescillia (Midea’s KOL), Dian Firlia (Midea Indonesia Marketing), Djino Sugianto Rahardjo (Midea Indonesia GM), Sophie Shao (Midea HQ Global CMO) and Brando Brandstaeter (Midea HQ Head of Global Brand & Communication)
FINA has also showcased its latest innovations here in Windsor. First, the incredible LED banner in the area that not only enables all of its official partners to have static brand logo exposure but actual animated brand shows.
Midea’s rotation LED banner communication
Yet another attractive brand exposure offered in the Official FINA Magazine:
Midea Full Size Print Ad
The next generation
Midea is heavily investing in the next generation – not only at FINA. Here in Windsor though the company gave 120 tickets for the final races every night to local schools and swim clubs.
“What a spectacular event here in Windsor”, said Brando Brandstaeter, Head of Global Brand & Communication at Midea HQ. Having been myself a swimmer, it is not only a privilege but also an amazing experience to work for a company like Midea, especially given its strong support for sports like swimming. At Midea, we are looking forward to working together with FINA on several programs across many countries to educate young kids to learn how to swim which is a basic survival skill and we hope that we are paving the way for some young children to perhaps participate in future FINA Worlds Championships – beating world records.”
Midea also proudly sponsors each World Record of the FINA World Championships. The first one was broken on the first night in Windsor by the US Women’s 4x50m Medley Team and the second on Thursday night by Chad Le Clos. Fingers crossed there is more to come in the remaining days of the championships.