McCann-Erickson Guangming has put Hong Kong's steaming, hot summers
to good use for client, General Electric (GE).
As part of the campaign to promote GE's split-type, air-conditioner
brand, McCann bought 10 bus shelter sites in prime locations in the SAR
to display posters surrounding an LCD temperature read-out.
As commuters wait for a bus, they can see the road-side temperature as
shown in the LCD display in the upper 'fiery' portion of the poster.
The sales line reads: "Right now, it's like a furnace outside. Buy the
very cool General Air-Conditioner."
The split flame and cool water graphics highlight the difference between
the heat outside and how the home could be comfortable with the right
air-conditioner.
The campaign runs eight weeks over June and July, the hottest month for
air-conditioner sales.
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