HELLO my name is Mai-dee-uh
HELLO my name is Mai-dee-uh
HELLO my name is Mai-dee-uh
Introduction
Midea was among the most frequently mispronounced brands in the Middle East. Many mistakenly call it "Media" instead of "Midea". This presented a unique opportunity: how do we turn a pronunciation challenge into a powerful engagement opportunity?Midea was among the most frequently mispronounced brands in the Middle East. Many mistakenly call it "Media" instead of "Midea". This presented a unique opportunity: how do we turn a pronunciation challenge into a powerful engagement opportunity?
Midea was among the most frequently mispronounced brands in the Middle East. Many mistakenly call it "Media" instead of "Midea". This presented a unique opportunity: how do we turn a pronunciation challenge into a powerful engagement opportunity?Midea was among the most frequently mispronounced brands in the Middle East. Many mistakenly call it "Media" instead of "Midea". This presented a unique opportunity: how do we turn a pronunciation challenge into a powerful engagement opportunity?
Year
2025
Industry
Retail
Scope of work
/
Digital
/
Activation
Timeline
12 weeks
Introduction
Midea was among the most frequently mispronounced brands in the Middle East. Many mistakenly call it "Media" instead of "Midea". This presented a unique opportunity: how do we turn a pronunciation challenge into a powerful engagement opportunity?Midea was among the most frequently mispronounced brands in the Middle East. Many mistakenly call it "Media" instead of "Midea". This presented a unique opportunity: how do we turn a pronunciation challenge into a powerful engagement opportunity?
Year
2025
Industry
Retail
Scope of work
/
Digital
/
Activation
Timeline
12 weeks
Challenges
Challenges
"BY TURNING A BRAND CHALLENGE INTO A VIRAL MOMENT, MORE THAN 2.7 MILLION PEOPLE NOW PRONOUNCE MIDEA RIGHT"
"BY TURNING A BRAND CHALLENGE INTO A VIRAL MOMENT, MORE THAN 2.7 MILLION PEOPLE NOW PRONOUNCE MIDEA RIGHT"
"BY TURNING A BRAND CHALLENGE INTO A VIRAL MOMENT, MORE THAN 2.7 MILLION PEOPLE NOW PRONOUNCE MIDEA RIGHT"
Mispronouncing brand names is more common than you think an astonishing 88% of people get them wrong. Despite Midea's strong presence in the region, mispronounciation hindered brand familiarity and recall.
Mispronouncing brand names is more common than you think an astonishing 88% of people get them wrong. Despite Midea's strong presence in the region, mispronounciation hindered brand familiarity and recall.
Mispronouncing brand names is more common than you think an astonishing 88% of people get them wrong. Despite Midea's strong presence in the region, mispronounciation hindered brand familiarity and recall.
Final thoughts
Final thoughts
ON TONGUE TWISTER DAY WE LAUNCHED A TIKTOK CHALLENGE ENCOURAGING USERS TO PRONOUNCE "MIDEA" CORRECTLY IN A FUN AND ENGAGING WAY.
ON TONGUE TWISTER DAY WE LAUNCHED A TIKTOK CHALLENGE ENCOURAGING USERS TO PRONOUNCE "MIDEA" CORRECTLY IN A FUN AND ENGAGING WAY.
ON TONGUE TWISTER DAY WE LAUNCHED A TIKTOK CHALLENGE ENCOURAGING USERS TO PRONOUNCE "MIDEA" CORRECTLY IN A FUN AND ENGAGING WAY.
The campaign was led by top influencers and amplified by leading football platforms in the Middle East, Koora and Goal. Taking it beyond digital, we brought the challenge to Riyadh's Boulevard City with an on-ground activation, reinforcing brand presence through an engaging experience.
LET’S BUILD
WHAT’S NEXT
WHETHER YOU NEED A LAUNCH PARTNER, A SHARPER GROWTH SYSTEM, OR A TEAM TO UNTANGLE COMPLEXITY AND UNLOCK PERFORMANCE - RADIX IS BUILT FOR IT.
LET’S BUILD
WHAT’S NEXT
WHETHER YOU NEED A LAUNCH PARTNER, A SHARPER GROWTH SYSTEM, OR A TEAM TO UNTANGLE COMPLEXITY AND UNLOCK PERFORMANCE - RADIX IS BUILT FOR IT.
LET’S BUILD
WHAT’S NEXT
WHETHER YOU NEED A LAUNCH PARTNER, A SHARPER GROWTH SYSTEM, OR A TEAM TO UNTANGLE COMPLEXITY AND UNLOCK PERFORMANCE - RADIX IS BUILT FOR IT.