Introduced in last year's relaunch campaign by JWT, the new TVC for its split-level units uses the Dr Daikin icon to demonstrate the brand's USP, iTemp -- an energy-saving technology which can maintain room temperature at constant levels. "In the new ad campaign, the brand promise is 'With Daikin total temperature management technology, your kids can enjoy the best home environment for learning and mental development'," said JWT business director Candas Yeung.
JWT used animation to dramatise the impact of fluctuating temperature on a child's temperament. In the spot, the talent morphs from child to monster, transformed through animation, before calm returns when Dr Daikin appears with a Daikin air-con and room temperature is back to normal. "We looked into new consumer insights to enhance the depth of the existing platform," said Yeung, adding that the TVC reflected the psychology of Daikin's target market -- young families with kids. "Nowadays, parents don't only care for their kids' physical well-being but also their learning and mental development, and they will spend great effort in providing the most comfortable environment for their kids."
Yeung said JWT also had to create purchase demand in addition to building brand equity to counter stagnant demand in the category. Two roadshows were organised in Hong Kong along with print and outdoor advertising to extend the TV-led push. According to JWT, Daikin's brand image had improved since the 2004 relaunch, with recall rising and a greater number of consumers becoming more aware that Daikin is a Japanese and not a Korean brand.
