SHANGHAI, April 27, 2016 – Promises uttered in love’s first blush are often broken. But in a cheeky campaign for Sakura’s range hoods, J. Walter Thompson Shanghai promises long-lasting commitment.
A short online film showed a series of comic-romantic situations. A man bearing a bouquet promises his loved one he has eyes only for her… then leers at another walking by. A guitar-strumming lover promises his love she’ll see the world, when what he really means is they’ll watch travel shows together on the couch.
Finally, a radiant bride looks deep into the eyes of her husband to be – and promises to never let him be bothered by cooking smoke billowing from the kitchen. After their marriage, we see she has kept her promise. Their Sakura range hood sucks away all traces of fumes – while the husband cooks. A few years later, with a baby on the way, the kitchen is still smoke-free. And he’s still cooking.
The campaign underscores Sakura’s guarantee of life-long replacement of oil filtration nets for its range hoods, so they perform like new.
“Sakura has a unique lifetime free-service guarantee to consumers,” said George Shi, general manager of J. Walter Thompson Shanghai. “That permanent commitment is at the core of the brand idea, and the cornerstone of the brand’s long-term relationship with consumers.”
“We really like the idea that Sakura promises ‘An everlasting great performance every time as if it were brand new,’” said Linus Chang, marketing director of Sakura China. “It showed that we make our service as the priority of our brand and we want to keep building on the promise made to consumers.”
The online film has been watched 9.9 million times since March.
Click here to watch.