Bringing every imaginary visual and strategy of air conditioning market to win the insight of the end user. Drive the beyond expectation of the strategy and visuals to the next level with the concept of the air conditioner that change the world. Breaking through every air conditioner brand visual and top of mind consumer perspective to drive the second legend incidence of Carrier.
SERVICES
EXPERIENCES
CAMPAIGNS
STUDIO
COMPLETION DATE
October 2020
With an unparalleled offering of air conditioning products and customer service, Carrier Thailand needed to optimize its digital marketing strategy to reach prospective customers where they were and significantly lower their acquisition costs. This meant a large shift for the brand from traditional marketing tactics like direct mail and print, to increased digital spending.
Sphere took the lead in strategy with an in-depth buyer persona study, SEO website audit and keyword research. The insights gained from this discovery phase cleared the way for us to build a campaign that would reach the right audiences with the right messages at the right time–driving new enrollments and conversions.
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In crafting a brand refresh strategy, it was essential that we were able to bring the boating experience to life online through stunning visuals and relevant content for a family-centric customer. To ensure this experience would be consistent and intuitive for product discovery, the site would require a thoughtful navigation system that allowed the user to easily dive into the customer journey.
We refreshed Carrier Thailand’s brand experience to honor the existing brand equity while bringing company values and value storytelling to the forefront. The universe, updated system feels exciting, relatable, reliable, and friendly (to communicate the enjoyment of the experience). The new system employs imagery that exudes confidence, effectiveness, and the emotional reward of the air conditioner’s convenience.
With a strong dealer network, Carrier Thailand’s print brochure remains a primary touchpoint for the brand. In order to bring our digital brand refresh efforts into the physical world, we crafted and extended their visual system in a way that would attract attention, modernize the message and stand out on a salesroom floor–leaving a lasting impression.
With a website design that makes the best use of space, Carrier Thailand could genuinely showcase the expertise by leveraging vivid imagery and a user-friendly interface. Sphere designed the whole website experience with the customer journey in mind. It was vital to bring the entire platform to the forefront of the end-user.
With Carrier Thailand’s art direction redesign, embracing a more universe fantasy look and compelling visual language helped elevate the brand with a cleaner, more vivid aesthetic. A full and complementary typographic palette, vivid color options and stronger use of black allowed Carrier Thailand to visually communicate with both entry-level buyers and those purchasing larger air conditioner amount.
Wanting to translate our art direction theme and narrative to photo for broader awareness, we produced a series of photos that merged live-action shoot with the art direction renderings of each member of our heroes team. With each character getting their own costume detailing who they are and what air conditioner features they represent to start building their own legend.
Our motion design work and brand awareness video became influential heralds for the air conditioning market. By weaving together some disquieting elements of abrupt change, we created final pieces that not only piqued brand interest, they became beacons calling for a fantasy's status quo.
To start things off, Sphere built a brand style guide that would be used to guide our visual design work and guide marketing materials created by others in order to ensure everything would be designed with a consistent look and feel. We then created a concept to leverage the art that is created at Carrier Thailand as a universe background element. This design option opened up many exciting design variations that could be used on the new platform and other marketing materials.
DECREASE IN COST PER CLICK ON SEARCH AND DISPLAY ADS
DECREASE IN COST PER ACQUISITION ON SOCIAL MEDIA
INCREASE IN CLICK-THROUGH RATE ON SOCIAL MEDIA
Nathsasi (Rin)
