In the 12th TopDigital Innovative Marketing Award announced on June 27, 2024, Kelon Air Conditioner stood out from 3,307 works submitted by 684 participating companies at home and abroad with its LT new product launch case and the well-planned "16 dB This Summer Love" integrated marketing case, and successfully won three awards for new product launch marketing, festival marketing and integrated marketing.
In view of the current situation of low consumption frequency, weak brand perception and little daily interaction in traditional marketable products, especially in the air conditioning category, Kelon Air Conditioning, as a leading enterprise with a 40-year brand history, actively seeks a strategy of brand rejuvenation to attract the attention of a new generation of consumers. Kelon Air Conditioner is not only younger in product design, but also strives to win the recognition of the GenZ generation through innovative brand concepts and marketing methods on the marketing side.
Kelon Air Conditioner's "16 Decibels This Summer Love" summer integrated marketing project
In the spring and summer air conditioning sales season, focusing on its younger product, the small ear cabinet hanging system, focusing on GenZ generation consumers, accurately insight into their lifestyles and pain points, as well as air conditioning use demands and scenarios. The project took 520, a festival for young people to express their love, as an opportunity to start an integrated marketing campaign in the peak season. On the product side, focusing on the "16 dB light sound does not disturb sleep" of the small ear set product of Kelong Air Conditioner as the functional core, the brand side has successfully output the marketing theme "100° Live 16 dB Life" through the scene landing of the IP of the New Youth Music Festival and the precise marketing of talents, which has effectively enhanced the young texture of the brand and realized the transformation of e-commerce sales. The topic of the project # Kelon Air Conditioner 16 dB This Summer Love # has exceeded 26 million readings, and the TVC has been broadcast more than 3 million on the whole network, and won the Bronze Award for Integrated Marketing and the Special Award for Festival Marketing at the 12th TopDigital Innovative Marketing Award.
Kelon air conditioner small ear power-saving LT new product launch communication project
In addition, the launch and communication project of Kelon air conditioner's new LT energy-saving model has also achieved remarkable results. The project takes performance as the core, accurately understands the needs and consumption decisions of the target consumer group, and positions the new products to the extreme full of basic functions to meet the rigid needs of young people for speed, convenience, worry and power saving. Through the innovative listing and release form and diversified communication matrix, Kelon Air Conditioner has successfully built the new LT product into a cost-effective product that meets the aesthetics of young people and has excellent performance, and has won wide recognition in the market. The project won the 12th TopDigital Innovative Marketing Award for New Product Launch Marketing of the Year.
Kelon Air Conditioner continues to explore on the road of brand rejuvenation, and has won many industry marketing awards with its excellent diversified marketing innovation performance. Kelon Air Conditioning will continue to be consumer-centric, through marketing activities that are closer to consumers' lives and emotions, provide more space for brands and products, shorten the distance between brands and emerging consumer groups, and empower brands to be younger. In the future development, Kelon Air Conditioning will continue to innovate marketing channels and forms to achieve all-round value enhancement of the brand.