Challenge
Fujiaire, a homegrown air conditioning manufacturer with 40 years of industry experience, recently introduced its flagship brand, ArtiqAir. ArtiqAir aims to innovate air conditioning ownership and service, establishing itself independently in a competitive market by differentiating itself with other giant brands with their unique rent-to-own business model.
Despite Fujiaire’s established reputation, ArtiqAir faces significant hurdles:
- Engaging New Business Partners: Gaining trust and building networks with the big industry players are quite challenging as ArtiqAir is quite new to the industry.
- Market Presence: As a new brand, ArtiqAir had minimal market presence and credibility among consumers.
- Social Media: ArtiqAir’s new social media platforms had low reach and follower counts.
Solution
ArtiqAir needed to standout with an impactful strategy, while competing with other big industry players with massive budgets. As a relatively new brand, seeking association on the big-screen with TV content would enhance its credibility, without directly competing with major TV sponsorships.
Our insight: Recognising the rise of local entertainment content, especially music, we developed our strategy by tapping into Astro’s transmedia ecosystem.
We identified Astro’s ‘The Masked Singer’ (TMS) as the ideal content for strategic positioning and innovative sponsorship. This popular international localised IP has a massive social media following beyond TV, and unlike other heavily sponsored shows, ArtiqAir was able to capitalise on TMS as the sole sponsor. This enabled the brand to achieve 100% share of voice on TV, boosting its brand visibility in a cost-effective manner.
By aligning ArtiqAir with the hottest trends in the entertainment, we positioned the brand as the ‘COOL’ factor amidst the heat of competition.
1. AWARENESS – As sole sponsor, ArtiqAir enjoyed prime visibility and dominated the content space on TV with:
- Host Mentions: Frequent host mentions, integrating the brand into their interactions, reinforcing brand recall.
- Logo Loops: ArtiqAir logo prominently displayed on continuous loops at the jury seats, kept the brand consistently in viewers’ line of sight.
- Lower Thirds: Strategically placed lower thirds featured ArtiqAir branding, ensuring visibility during key moments.
- End Credits: End credits featured ArtiqAir, highlighting their exclusive sponsorship.
- Product Displays in Contestant Tunnels: ArtiqAir air conditioners displayed in contestant tunnels, driving the brand’s association with comfort and innovation.
2. SUSTAIN INTEREST – ArtiqAir extended TMS content to their TikTok page, driving interest with exclusive behind-the-scenes footage and celebrity interviews. This strategy significantly boosted followers on the brand’s social pages.
3. CREATE DEMAND – Branded capsules featuring 2 promising TMS contestants indirectly endorse ArtiqAir’s product and services. Each capsule ended with a call-to-action QR code, directing viewers to WhatsApp, social media and their website, encouraging trials and purchases.
4. PARTNERSHIP ENGAGEMENT – ArtiqAir forged strategic partnerships across banking, oil & gas, education, and retail sectors. As Haier’s official Rent-To-Own partner and their collaboration with with TF Value-Mart, ArtiqAir expanded its footprint, boosting customer engagement and solidifying market positioning.
Results
The ArtiqAir x Astro’s The Masked Singer creative sponsorship campaign effectively reached over 11.2M people and engaged over 500K (Dec 2023 – Feb 2024), significantly boosting brand exposure.
In Q1 2024, ArtiqAir’s sales growth jumped by 50% compared to the previous quarter.
Business Impact (31 Dec 2023 to 31 Mar 2024):
- Top Line Revenue jumped by +83%
- External Technician Teams expanded by +20%
- Fleet Teams increased by +428% to meet consumer demand
- Internal Headcount grew by +37%
Social Media Follower Growth (Q4’23 vs Q1’24):
- Facebook +246%
- Instagram +139%
- TikTok +7,661%
Website Traffic recorded significant increases in pageviews for key pages in ArtiqAir’s official website from period Dec’23 – Jan’24:
- “Get in Touch with Us”: 141 to 3,014 views (+2037.6%)
- “EZ-2-Own Program”: 175 to 450 views (+157.1%)
- “Expert Air Conditioner Tips”: 130 to 264 views (+103.1%)