Bangkok--3 Jul--Penner-madison
Siam Daikin Sales Co Ltd has signed popular Thai actor Nadech Kugimiya to star in its new TV commercial, which will lead the company's next promotional campaign starting on 1 July 2015. The viral phrase "From Japan to Thailand # what's Nadech In?" has already appeared on billboards, and the campaign will run under the slogan "The leading cool comfort innovator from Japan to Thailand".
Daikin is confident that Nadech's Japanese look will convey the brand image of Daikin as leading air conditioner from Japan and his fan base will take the Daikin message to the hearts of consumers all over the country.
Bundit Srivallapanondh,managing director of Siam Daikin Sales Co Ltd, says that one of the marketing strategies this year is to strengthen the brand image to get more awareness from larger audience sectors.
"Choosing the presenter who is perfect for our needs is what we have focused on," he says.
"Daikin is the leading Japanese air conditioning manufacturing company. We have been solely manufacturing air conditioners for more than 90 years and because of that we have long gained the confidence of our clients. We found that our clients and distributors have faith in Daikin air conditioners, with a great response all along, but the consumer awareness that Daikin is the premium Japanese brand is not clear. So we had to find the brand representative who has huge popularity and also can convey the Japanese-ness. Nadech is the perfect fit for us".
With the surname "Kugimiya" coming from his adoptive father and having taken Japanese roles in many dramas, Nadech Kugimiya was chosen by Siam Daikin Sales Co Ltd to strengthen the message that Daikin is the leader in air conditioning innovation from Japan, and that its environmentally friendly concept is derived from the parent company, Daikin Industries Ltd.
Somporn Jangreenapawong, assistant managing director of Siam Daikin Sales Co Ltd said: "We launched the viral billboard 'From Japan to Thailand # what's Nadech In? in Bangkok and other provinces as a teaser in mid of June, and on 1st of July, we'll change the billboard to reveal the answer and launch the new TV commercial with Nadech as the brand presenter. The TV commercial, 'Innovating Premium Lifestyle' will be launched to communicate to consumers all over the country that the Daikin air conditioner is a quality innovation from Japan delivered to Thailand."
"Nadech is the most popular actor at the moment and has a fan base all over the country. He also represents the trendy new generation that cares about the environment, so he is perfect to represent the Daikin image. The difficulty is that Nadech already represents many brands and products, so how could we make people remember him as the Daikin presenter? We decided to divide the promotional activity into two phases. The first one is the teaser phase: billboard, radio ads, web site banners and a video teaser saying, 'From Japan to Thailand #Nadech In?' teasing consumer curiosity.
"The response has been well received as many webboards have been posted and shared the picture of the billboard to get people guessing. When we reveal that Daikin is behind the Nadech teaser, we are confident that people will recognize Nadech as the Daikin presenter. "Apart from the teaser, we have painted an entire BTS sky train in Daikin's livery. We designed the sky train ad campaign using Japanese Manga as inspiration to make an awareness of Daikin being the premium Japanese brand."
The 15-second TV commercial, 'Innovating Premium Lifestyle' will be launched on 1 July and will run for three months. The commercial communicates to consumers that the Daikin brand is the leading innovator of air conditioning technology from Japan. Not only does Daikin use cutting edge technology to make fast cooling; high cooling capacity and energy savings, Daikin also uses the new R32 refrigerant, which doesn't deplete the ozone layer, and affects global warming far less than the previous refrigerants.
This new presenter campaign under 120 million baht budget is one of Daikin's marketing strategies to strengthen the brand image to new customer bases. This campaign will also stimulate the air conditioner market in general.