Opportunity
Carrier is the original HVAC company, with over 115 years in the heating and cooling space. In the last 10 years, they had begun to enter the disruptive “mini-split” or “ductless” space — an emerging product category in the U.S. already popular in Europe and Asia.
They saw an opportunity: Join forces with a leading appliance manufacturer in the Asian market (Midea) to launch a new North American Ductless line — thereby harnessing both Midea’s category expertise and Carrier’s U.S. market leadership.
Insight:
Because ductless units do not require the extensive ductwork of traditional HVAC systems, they offer a flexible, high performance and cost-effective solution for a variety of applications.
Solution
We worked with sales, marketing and product teams to craft a go-to-market strategy and a launch plan to show dealers, distributors and consumers all the ways Midea and Carrier Ductless technology lets them “Do More With (Duct)Less.”
With a new brand image designed to reflect the innovative, attractive and comfortable look and feel of Midea and Carrier Ductless solutions, we created a full portfolio of marketing and sales assets, including a consumer-centered microsite and video, a dimensional dealer launch kit complete an exhaustive system of sales collateral and an official launch event to drive dealers to “make the switch” to Carrier and Midea.
THE RESULTS
60%
outperformed sales targets by 60%
150+
new dealers signed in the first months after launch
