From one option among many to the first-choice brand — 3.7x sell-out growth in three years.
How we built Midea into Iraq’s leading air conditioning brand for exclusive national distributor Taqeef, in a price-driven market with brutal seasonal concentration.
01The Ask
Midea was one air conditioning brand among many in a market where price rules the decision and almost the entire year’s demand lands in a few weeks of summer heat. Taqeef needed Midea to become the brand Iraqi buyers thought of first, before the temperature even turned — not just the loudest one during peak season.
The Approach
Win the decision before the season, not during it. An always-on brand layer sits beneath the seasonal surge, demand generation starts weeks before the temperature peak, and every message speaks the dialect Iraqi buyers actually think in.
Our Role
- Strategy
- Iraqi Arabic creative production
- Paid media
- Model-level retargeting
- Dealer enquiry tracking
- Reporting against sell-out
We Delivered
- 01An always-on brand layer running beneath the seasonal surge, with demand generation starting weeks before the temperature peak.
- 02Every piece of creative produced in Iraqi Arabic, rather than adapted from Gulf or Egyptian material.
- 03Campaigns built to drive measurable enquiry volume to dealers and showrooms, not just impressions.
- 04Retargeting at model and capacity level, so the message matched the room size the buyer was shopping for.
The Outcome
AC units sold annually, over three years of partnership — a 3.7x increase in volume (+267%).
- Annual sell-out units
- Qualified dealer and showroom enquiries
- Cost per enquiry through peak season
- Share of voice at seasonal peak
- Branded search volume growth
Sell-out growth reflects the full commercial partnership, including distribution, pricing and retail execution. Media was one contributing input, not the sole cause — and we’d rather tell you that than let the number do the talking on its own.
Not reach. Not impressions. Units sold, dealers enquiring, and a brand that gets thought of before the heat arrives.
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