A winter and summer campaign for Daikin, naturally

Daikin offers more than air conditioners. To highlight the year-round comfort, durability, and reliability of their heat pumps, the brand called on Onlyhumans. The aim? To make Daikin top of mind with consumers from summer to winter, while also giving the brand a human face.

For a long time, Daikin’s communications primarily focused on the technical specifications of Daikin heat pumps. Our tagline “Daikin, natuurlijk” (Daikin, naturally), underscores Daikin's role as the go-to brand for cooling, heating, and air purification while emphasising the sustainability of the Daikin products which run mostly on natural energy.

Furthermore, in Daikin's past campaigns, the human aspect took a back seat. However, individuals are more interested in understanding the impact of a heat pump on their lives than how it works exactly. Hence, our campaign concept, “the Daikin effect”, directs attention to end-users' experiences. Through testimonials, we spotlight the user-friendly features and the comfort that Daikin heat pumps deliver to individuals and their households.

By opting for smart production, we made content for TV, online videos, radio, and print ads covering both winter and summer in just one shoot. After a successful winter campaign focusing on heating, the summer campaign for cooling took over, again with great results. Next, we'll assess and optimise Daikin’s current media plan to efficiently continue the campaign across Daikin’s various communication channels.