When summer hits Tehran, it’s not just warm—it’s burning hot! Pakshoma, an Iranian home appliance brand, saw a golden opportunity. With air conditioner sales peaking from mid-July to late August, they wanted a campaign that would not only showcase their standing and mountable air conditioners but also make a lasting impact on potential customers.
But how could Pakshoma stand out in a crowded market where perceptions weren’t always in their favor? 🤔
We needed a cool idea. Literally.
To highlight the cooling power of Pakshoma air conditioners, we went bold. The idea? Contrast Tehran’s intense summer heat with a winter wonderland to show just how effective these ACs are. If Pakshoma could make you feel like you’re skiing in the middle of July, then they’re worth every penny.
And so, the “Ski in Summer” campaign was born.
We set up a booth outside Shahr-e Lavazem Khanegi, one of Tehran’s busiest appliance stores to be an immersive winter experience. The exterior was wrapped in snowy mountain graphics, and inside, Pakshoma’s air conditioners kept the temperature chilly, proving their strength firsthand.
But we didn’t stop at cooling things down—we wanted people to feel the cold. Inside the booth, participants were transported to a snowy mountain range through advanced VR and projection technology. As they stepped in, they could see their footprints in the snow, hear the wind, and feel the chill—all powered by Pakshoma air conditioners.
The experience had three parts: After signing up for the experience, participants first walked into the ski slope simulation. Then, they put on VR headsets and raced through a virtual ski course. Finally, after removing the headsets, they were greeted with applause, confetti, and a fogged-up wall. Wiping away the fog with their hand motions on the wall revealed their name and score, which entered them into an online leaderboard with the chance to win prizes.
The journey ended with a branded photo op and a QR code to explore more about Pakshoma’s products. Outside, an artificial snow machine attracted even more attention, completing the winter vibe.
The result?
Pakshoma’s campaign was all about a really “cool” experience that had much more to offer than just a ski game. By strategically placing the booth where people were already in the mindset to buy, we connected with our audience at a crucial moment in their decision-making process. The exaggerated contrast between summer heat and winter coldness made a lasting impact, driving home the message that Pakshoma air conditioners are built to beat the heat—no matter how intense it gets.
