The COVID-19 pandemic has prompted consumers to become more aware of healthy living and to seek out products that ensure healthy environments and wellbeing.
In response to this rising trend, Daikin, the world’s leader in air conditioning technology, has significantly shifted its marketing strategies to stress its “perfecting the air” philosophy while delivering pure, clean air through innovations that offer health benefits.
“Daikin began working with celebrity endorser Nadech Kugimiya in 2015 and the brand has since become known among a broader swathe of consumers, generating more awareness both in Bangkok and upcountry,” commented Mr. Sarawut Tempattarasak, Corporate Planning Assistant General Manager of Siam Daikin Sales Co., Ltd.
“With this emerging trend, the commercial plan for this year will focus on communication about the importance of air. The life-sustaining substance around us is often overlooked, especially when it comes to cleanliness and humidity. But air is as important as three meals and eight glasses of water a day. And while most people are concerned about food and water quality and cleanliness, less can be said about air.”
The new commercial campaign was duly launched in March 2021 with concept stories featuring clean air presented by three KOLs (key opinion leader) whose different characters resonate with various demographics. The KOLs with prominent social media presence are, namely, forward-thinker Sarawut “Roundfinger” Hengsawad; perfectionist family man Tharisorn “Boom” Toranavikrai, and; technology lover Saranee “Faunglada” Sanguanrcuang.
“The commercials answer key questions for consumers. Roundfinger, who is exalted as a modern thinker, ponders the definition of good air which a lot of people might not think about. Boom and Faunglada give their ideas of what good, clean air is like. The commercials reach the conclusion that Daikin ZETAS is the answer to all those questions.”
Daikin earlier launched Daikin ZETAS equipped with patented Streamer Technology which has been proven an effective de-activator of SARS-CoV-2 by The University of Tokyo and Okayama University of Science in Japan.
Daikin also worked closely with the Department of Environmental Engineering, Faculty of Engineering of King Mongkut's University of Technology Thonburi, to test the efficacy of Streamer Technology in Daikin ZETAS, giving further assurance to Thai consumers.
In terms of commercial trends for air conditioners, Mr. Sarawut commented that: “Most brands focus on similar strengths, mainly design and energy-saving quality. Daikin, on the other hand, adds Better Life Value that gives consumers clean, pure air without PM 2.5 as well as being virus-free.”
Streamer technology, featured in Daikin air conditioners and air purifiers, draws the air in, where particles of contaminants are intercepted at the filter. The technology then releases high quality electrons on the unwanted particles, deactivating them externally and internally. Thus the products deactivate viruses, bacteria and allergens. Air subjected to the Streamer electrons is thoroughly filtered. The Streamer Technology also helps prolong the service life of filters, as it constantly cleans. This is unlike ion technology in air conditioners and air filters that randomly release ions which slowly capture contaminants and only deactivate the exteriors of unwanted particles.
“Prior to the pandemic, people were most worried about PM2.5. The current situation where you have to wear a face mask when you go outside to protect yourself from the virus is very inconvenient and makes breathing uncomfortable. With Streamer technology in Daikin ZETAS, consumers can breathe clean, virus-free air comfortably in their own home.”
Mr. Sarawut added that Daikin’s marketing communications plans always highlight the brand’s many outstanding strengths that cater to the needs of consumers. These include the high-functioning and environmentally friendly R32 refrigerant, new circuit boards that withstand power dip and power surge, as well as pest- and insect-proof condenser design.
“We work hard to figure out what the pain points are and develop products that counteract them,” he adds. “Our strengths are often ahead of time, and are frequently followed by other brands.”
This time around, with the highlight of “clean air” narrated by three famous KOLs in the new commercials, Daikin is dedicated to emphasising the importance of “air quality” around us in the home.
“Daikin’s patented Streamer technology, which has been verified for its efficacy in eliminating SARS-CoV-2, sets a new standard for household air conditioners in the Thai market and emphasises our philosophy of not just creating cool, comfortable air but also ‘perfecting the air’,” points out Mr. Akihisa Yokoyama, President of Siam Daikin Sales. “Moreover, it raises standards for the entire air conditioner industry, inspiring development and technological breakthroughs in order to attain higher proven efficiency and create decent products with efficient technologies for the benefit of all consumers.”