Midea / Saudi Arabia / 2024Social · Experiential · Digital & Tech
Midea Moments.
Midea turned a common pronunciation mistake into a Saudi-wide campaign combining social participation with real-world experiences.
- Brand
- Midea
- Agency
- Radix Media
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2024
The challenge
Many people pronounced Midea like “media”, making the brand harder to recognize and remember.
The idea
A tongue-twister challenge invited people to say the brand name correctly, supported by creators, football platforms, a travelling showroom and an activation at Riyadh Boulevard. The initial challenge ran in September 2024.
Case study source: Midea Source ↗
Awards
- MMA Smarties KSA 2025KSA - Brand ExperienceBronze
- MMA Smarties KSA 2025KSA - Omnichannel MarketingSilver
- MMA Smarties KSA 2025KSA - Social Media MarketingBronze
Credits
- Brand
- Midea
- Head of marketing, Middle East
- Danish Haider
- Marketing manager, Saudi Arabia
- Howard Niu
- Digital marketing manager, MENA
- Biron James D'Souza
- Campaign partners
- The 1; Alive Now; Koora; Goal
- Head of creative, Radix Media
- Ahmad Hussain
- Director of strategy, content and innovation
- Fatima Shaikh
- Head of media, Radix Media
- Alefiya Kapadia
