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Sanyo Airconditioners

Shiki-Sai-Kan launch

Milan, 29th June 2011

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SANYO PHILOSOPHY

The commitment to become an indispensable element in the lives of the

people all over the world.

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THE PRODUCT: SHIKI SAI KAN

Sanyo is launching a new product: Shiki-Sai-Kan, the first coloured air

conditioners that could be consider like an interior design product, thanks to its

shape and aesthetic features.

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GOALS

MARKETING OBJECTIVES

To promote the top-of-the-range product Shiki Sai Kan, supporting sell out.

COMMUNICATION OBJECTIVES

- Underline the quality and the products aesthetic and distinctive plus.

- Stimulate the purchasing property.

- Increase Sanyo brand awareness.

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TARGET

1) B2C (END USERS)

- Young families (25-54 years old).

- High income households

- High profile/degrees

2) B2B (PROFESSIONALS)

- Interior designers

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COMMUNICATION STRATEGY

- Study a creative concept, able to support the Shiki-Sai-Kan launch into the

air conditioners market.

- Develop an integrated communication activity, which can be easily declined

through different medias.

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CONCEPT

SANYO SHIKI-SAI-KANALLOWSYOU

TO FILL IN YOUR HOME THE COLORS OF NATURE.

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COMMUNICATION TOOLS

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1. ATLCOMMUNICATION

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1. DISPLAY ADVERTISINGRATIONAL

The campaign focuses on the opportunity to have, for the first time, an air

conditioner available in 7 different colours, and advertises it as an interior

design product, rather than a machine to be hidden away.

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1. DISPLAY ADVERTISINGPRESS CAMPAIGN

Shiki Sai Kan.

Cools, heats and colours your

home.

Theres a new kind of air

conditioning.

Colour.

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1. DISPLAY ADVERTISINGPRESS CAMPAIGN

- Key concept is that colour is seen as new way of air conditioning.

- Visual focuses on the image of a pantonario, which is a tool used to choose

sofa or wall colors, which suggests a link to interior design.

- The fine print drives product plus and values, dealing with Sanyo care about

environment and peoples need.

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1. DISPLAY ADVERTISINGTVC

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1. DISPLAY ADVERTISINGRADIO CAMPAIGN

Little Red Riding Hood Snow White

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1. DISPLAY ADVERTISINGOFF-LINE MEDIA

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2. ONLINECOMMUNICATION

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2. WEBSITEOVERVIEW

Shikisaikan.it is the new italian website ofSanyo dedicated to the Shiki Sai

Kan air conditioner.

Shiki Sai Kan model integrates high technology with an innovative design,

characterized by several colored and interchangeable skins.

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2. WEBSITEFOCUS

The websites focus is colour.

The Key Visual on the Homepage shows, through the colour palette, the

seven colours ofShiki Sai Kan, and at the same time, the background image

shows the product in different ambients;

on the pages dedicated to the description ofShiki Sai Kan, the users can

choose the colour and view the product;

in the section Shiki and your Home the user can choose the wall and sofas

colour, discovering which Shiki Sai Kan models skin is best integrated into the

home.

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2. WEBSITETHE PRODUCT

The pages dedicated to the products description are characterized by a main

content area with the products plus.

energy savingperformance

comfort

design

air purity

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2. BANNER CAMPAIGN

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2. BANNER CAMPAIGNRATIONAL

-Banner campaign communicates the launch ofShiki Sai Kan.

-The key creative concept is colour. With Shiki Sai Kan the air conditionerturns from an unappealing utility, to a piece of artwork with a 7 colour choice.Cappuccetto Rosso (little red riding hood), Principe azzurro (charming

prince): the advertising campaign turns the air conditioners into many fairytalecharacters.

-The message is clearly stated with the pay-off: Shiki Sai Kan can create notjust the perfect climate, but also a fairytale-like environment.

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3. EVENT

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3. FUORI SALONECONCEPT

The Relax Island, proposed by Sanyo Air Conditioners for Interiors DesignEnergies, is a geometric, abstract, flashing space. It features the essentialelements of living: technology andcolour.

The innovative Shiki Sai Kan air conditioner and its colour range becometangible and the symbolic elements, give a domestic flair to the monumental,renaissance arches of the building.

Seven shaped structures made of sheet iron develop the idea of relaxation,from the seats to the environmental conditioning devices. In addition, a boxset, adorned with informative LEDs and pulsing lights.

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3. FUORI SALONEVIDEO - THINK COLORED

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3. FUORI SALONEPHOTOS

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4. BTL MATERIALS

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4. PROMOTIONAL TOOLSWINDOWS TRASPARENCIES

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4. PROMOTIONAL TOOLSPOSTER

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4. PROMOTIONAL TOOLSCOLOUR PALETTE LEAFLET

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5. PRESSOFFICE

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5. PRESS OFFICE ACTIVITY

- Specialized press Elle Decore, Casa Viva).

- Interior Design Magazines.

- Marketing and Communication Press.

- Editorials.

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CONCLUSIONS

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CONCLUSIONS

-The media mix allows to obtain good communication performance.

- Each media has an high affinity to the Sanyo target so the activities reacheda large number of people.

-Tv can have a post evaluation with real performance.

- For press and radio we can estimate only a pre evaluation of performancebased on the previous period.

- The Fuori Salone event is a big opportunity to increase brand awareness,reaching also younger people.

- Other media (on line, BTL) declined the atl concept in a funny anduncoventional way.

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THANK YOU.