Midea is a giant Chinese electrical appliances manufacturer that, to increase penetration on the worldwide market, sponsors the Manchester City football club as part of its marketing strategy.

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The company needed to innovate the second edition of the Midea Worldclass Awards - a humorous social media campaign that associates the talent of ManCity players with the features of its products. The campaign challenge was to give even more visibility to Midea products and increase people's engagement with the content, encouraging them to vote on the Awards categories.

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We put the football legends Paul Dickov and Shaun Wright-Phillips to present the second edition of the Awards in a Midea delivery van to break the conventions of classic football awards style.

 

The result was more entertaining and engaging content that drove people to vote on Midea's website and raised the traffic by more than 100%.