AIDETIC Led Mayday's Success at IFA, Consecutively Selected as Master Agency for 2025

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Global marketing consultancy EIDETIC has solidified its position as a global exhibition marketing leader by being selected once again as the master agency for China's leading home appliance brand 'Midea' at IFA 2025.

IFA 2025 will be held in Berlin, Germany, starting September 5, and Midea plans to participate with its largest-ever presence, occupying 3,220㎡ with approximately 360 booths.

Midea recorded sales of 409.08 billion yuan (approximately 83 trillion KRW) in 2024, surpassing the home appliance sales of LG Electronics and Samsung Electronics to emerge as a global leader in home appliances. Notably, its overseas sales account for over 40%, strengthening its status as a global brand.

At IFA 2024, EIDETIC planned an exhibition design that combined Midea’s energy-efficient appliances with eco-friendly interior spaces, contributing to Midea winning the 'Global ESG Impact Excellence Award' at the IFA Awards. This achievement was recognized as going beyond simple promotion by intuitively conveying the product’s USP and sustainability-focused ESG strategy.

Recently, in the consumer electronics industry, AI and robotics technologies have become the next-generation core competencies, and exhibition marketing is also shifting its paradigm towards technology and experience-centered approaches. Reflecting this trend, EIDETIC took charge of planning the booth for the vacuum cleaner 'Roborock' equipped with a large AI-based robotic arm at CES 2025, proving high public interest and immersive experience.

Rick, Head of EIDETIC’s BTL division, stated, "Considering the preferences of European consumers who value environmental sustainability, we will present an exhibition where visitors can sensually experience an eco-friendly and practical lifestyle realized through AI technology."

Ashley S. Jung, Global CEO of EIDETIC, said, "Creative marketing approaches centered on AI have become a key factor determining competitiveness in the consumer electronics market. We are currently formulating IFA strategies to effectively communicate Midea’s innovation value," adding, "We are very pleased to embark on the IFA journey with Midea once again."

Meanwhile, EIDETIC continues to achieve outstanding results not only in game marketing but also in the consumer electronics BTL sector. It holds partnerships with numerous global home appliance brands such as Samsung Electronics, LG, Roborock, Xiaomi, Midea, and Eureka, leading marketing trends by presenting strategies that comprehensively convey brand value and technological prowess at world-renowned IT and home appliance exhibitions like CES, IFA, and AWE.

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