Finding an air conditioning unit among a tangle of characters carrying out multiple activities in a square is the proposal of the new Daitsu campaign. The brand specialized in air conditioning and aerothermal solutions has launched a communication action that transforms outdoor advertising into a fun experience for the consumer.
The campaign is deployed in metro and railway stations, as well as on bus shelters
“Find the Daitsu”, developed together with the agencies Havas Play, which has been in charge of the creative concept, and Havas Media, responsible for media planning. The activation proposes a game inspired by “Where’s Wally?”, the popular series of illustrated books created by the British cartoonist Martin Handford and invites citizens to find an air conditioner hidden in urban illustrations and, in this way, participate in the raffle for two air conditioning equipment with its corresponding installation.
The campaign is deployed in metro and railway stations, as well as on bus and tram shelters located in strategic and high-traffic points in Barcelona, Madrid, Valencia, Seville, Malaga and Bilbao, with the intention of guaranteeing the greatest impact. It will be active between May and June.
The graphic pieces include a QR code that directs you to a website set up especially for the occasion. There users can inspect the image more closely and explore the different air conditioners that appear in the image. When they have found it, they must choose between four options, one of which is incorrect. Once completed, you must provide your contact information to be part of the draw, which will be available until August 31.
The intention, as stated by Daitsu, is to boost visibility and notoriety, and offer an interactive experience around the brand, connecting the physical and digital environments with a premise of entertainment and interaction. “This commitment is part of Daitsu’s global strategy, aimed at strengthening its positioning, generating brand memory and stimulating conversation at the key moment in our sector, the arrival of summer.“, commented Virgínia Botey, Marketing and Communication Director of Eurofred, the company that owns Daitsu.
Beyond the brand, the campaign is also business-oriented, by promoting the acquisition of qualified leads. “‘Find the Daitsu’ is a clear example of how creativity applied outdoors can convert an advertising impact into a participatory experience, capable of standing out in a saturated urban environment and, at the same time, generating engagement and measurable results for the brand.”, commented, for her part, Patricia Alonso, Director of Client Services at Havas Media Barcelona.
