Indonesia Brand Launch a Major Milestone for Midea
Midea formally launched its new brand positioning at the Fairmont Hotel, Jakarta September 27th, attracting 130 journalists, releasing a touching video, and laying out a mission statement to meet consumer needs in the country. As a busy, home-owning class emerges in Indonesia, Midea pledged to bring “Surprisingly friendly solutions for those who treasure tiny moments at home.”
Midea Vice President Sophie Shao introduces the brand
Products launched included a washing machine that boasts a water magic cube, the blanc and kids star air conditioners, and the single and double door refrigerator. The cube helps conserve energy and water, saving time and money for the user. This and other products will help the Fortune Global 500 company make Indonesia the starting point of its global brand building journey.
The culmination of a dealers’ conference that took in Jakarta and Bandung, the launch attracted 60 news organizations, leading to reports in some of the nation’s most influential media. At the same time, Midea’s brand campaign went live on YouTube with a video titled "I Am Home". It reached 1.5 million views in 36 hours.