Midea counts on family TV theme in leadership bid

Created by Leo Burnett Guangzhou, the new TV campaign will air in China and Hong Kong for one year, communicating the benefits of an anti-mycosis durable lining that coats the inner pan of Midea's new range of rice cookers. "The key idea behind the campaign was to focus on the rice cooker's unique selling point, the anti-mycosis durable lining, and demonstate how the new innovative product will withstand anything, in any circumstance," said Burnett Guangzhou MD Benjamin Tsang. Demand for rice cookers is expected to increase by more than 30 per cent a year over the next 10 years as China's economy matures. As the largest rice consumer in the world, China's rice cooker market is particularly competitive, with Midea the only player to show a double-digit market share.