“Daikin” renews presenter contract with Nadech Kugimiya to appeal to upcountry market and launches new Daikin Inverter advertisement that aims to solve problems such as brown out and circuit damage by lizard
27 March 2019 / Activity
“Daikin” the leader in air conditioning technology from Japan, has recently renewed presenter contract with Thailand’s top star Nadech Kugimiya for the fourth year to build bigger presence in upcountry market. The brand is also launching new Daikin Inverter advertising campaign that aims to solve problems such as brown out and circuit damage by lizard
Mr. Akihisa Yokoyama, President of Siam Daikin Sales, says that Daikin has chosen Nadech Kugimiya to present the brand since 2015, and his role as key presenter for Daikin has proven to be a great success during the past 4 years, especially in terms of brand awareness. A survey shows that Daikin’s brand awareness has increased from 60% to 98-99%. Nadech himself, after 4 years as Daikin presenter, has become so attached to the brand that he is the image of Daikin, and a lot of consumers refer to Daikin’s products as “Nadech’s air conditioners”. The executive is confident that the renewal of presenter contract with Nadech will further strengthen the brand’s image and help Daikin compete with competitors.
“This year we are looking to penetrate the upcountry market. Our study shows that consumers upcountry still worry about increase of expenses, either for spare parts or maintenance. Daikin hence developed a system that caters to their needs and further enhance endurance of the products, which is the main concern of most consumers. Most consumers see that Inverter circuit is easily broken, especially when there is a brown out, power surge or when insects and small lizards get into the circuit, causing electric shock and damage to the air conditioner. Daikin now has Super PCB circuit, an innovation that makes the circuit resilient to brown out and power surge, enforced with extra grill to prevent ants and insects. We aim to communicate this special feature with video presentation at sales points, and launch a new commercial with Nadech as presenter under the concept “Daikin Inverter … quality with no fuss”. And to indulge Thai’s superstitious belief, Daikin is creating a trendy phrase, “Nadech mee khong” (Nadech has it) to strengthen brand awareness. In the commercial, Nadech is wearing shorts to create casual vibe, making the products more accessible and easy to remember,” Daikin’s executive says.