Media > Use of Media

SUN BATHING

LEO BURNETT SHANGHAI, Shanghai / A.O.SMITH / 2012

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Overview

Credits

Overview

Effectiveness

More than 20,000 people attended the event.

Consumer generated 890,379 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.

At the end of 2011, A.O.Smith has occupied the top share in China solar powered water heater market.

Execution

We launched the A.O.Smith solar powered water heater in a unique way.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.

Strategy

A.O.Smith is a major producer of water heaters in China, and known 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.In Shanghai, China’s key market for Solar powered product, we want to enlist the help of netizens and on-line media to generate support for A.O.Smith, then make the sales growth of the A.O.Smith solar powered water heater in Shanghai and other cities in China.

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