Internal project materials on file. Images and client identifiers are used only within the applicable project-rights boundary.公司在册项目材料。图像及客户识别仅在项目权益边界内用于能力说明。
Case anatomy案例解剖
Look beyond what was made. See why each decision was made.不只看做了什么，更看为什么这样做。
01
The real challenge真问题
Large appliance brands face complex product lines, dense marketing schedules, and rapidly changing channels. Single outputs often excel individually but lack long-term consistency; strict uniformity risks sacrificing product differentiation and platform-specific tone.大型家电品牌产品线多、营销节点密、渠道变化快。 单次出品容易各自精彩，却难以形成长期一致； 只追求统一，又可能牺牲产品差异与平台语感。
02
The decisive insight关键洞察
Annual creative service creates value when a shared brand standard can flex across products, occasions, platforms, and retail requirements without making every output look the same.明通从真实人群、使用场景与决策阻力出发，找到能同时连接品牌价值与市场行动的核心判断。
03
The core idea核心创意
Meantime manages diverse needs through an annual service framework, configuring content formats under unified standards: seasonal posters maintain brand activity; infographics and videos improve information efficiency; cross-brand collaborations such as Midea Air Conditioner x YA-MAN beauty devices connect draft-free cooling with skin care; interactive mobile H5 experiences with Midea Air Conditioner x KOSÉ and Midea Air Conditioner x Marvel invite audience creation; and IP co-designs add cultural relevance and freshness.明通以年度服务机制承接多类型需求，在统一品牌标准下，为不同营销任务配置最适合的内容形态： 以节气、赛事、产品与插画海报持续保持品牌活跃； 通过条漫、动态海报与视频提升信息效率； 推动美的空调与雅萌美容仪、汉服KOL跨界，把“无风感”与“保湿”组合为“新东方润物”的消费体验； 围绕美的空调×高洁丝、美的空调×漫威打造互动H5，让用户从观看进入创作与参与； 用IP联名设计为产品建立文化话题与新鲜感。
Integrated action整合行动
Integrated action整合行动
Every action has a role, and every role advances the same brand outcome.每个动作都有角色，共同推动同一个品牌结果。
01
以节气、赛事、产品与插画海报持续保持品牌活跃；
02
通过条漫、动态海报与视频提升信息效率；
03
推动美的空调与雅萌美容仪、汉服KOL跨界，把“无风感”与“保湿”组合为“新东方润物”的消费体验；
04
围绕美的空调×高洁丝、美的空调×漫威打造互动H5，让用户从观看进入创作与参与；
05
用IP联名设计为产品建立文化话题与新鲜感。
01
Maintain brand activity through seasonal posters, competitions, product content, and illustrated designs.
02
Enhance information efficiency using infographics, animated posters, and video formats.
03
Develop cross-brand collaborations between Midea Air Conditioner and YA-MAN beauty devices, alongside hanfu creators, around an Eastern nourishment experience.
04
Develop interactive mobile H5 experiences with Midea Air Conditioner x KOSÉ and Midea Air Conditioner x Marvel that invite audience creation.
05
Establish cultural relevance and product freshness through IP co-design initiatives.
Work in view项目画面
See how the idea entered content, experience and the market.看创意如何进入内容、体验与真实市场。
Selected from the corresponding project deck and source files. Each frame belongs to this case—not a generic stock-image library.画面均选自本案例对应的项目底稿与源文件，不使用与项目无关的通用图库占位。
01Project view项目实景 / 作品画面
02Project view项目实景 / 作品画面
Results & evidence结果与证据
State the results clearly—and the evidence boundary with equal clarity.结果分层说清，证据边界也一起说清。
Creative value came from connecting brand strategy, product benefits, platform content, and retail needs within a stable annual production capability.
02
Meantime enables brands to respond quickly while continuously accumulating assets.
What this proves它证明什么
Why this case matters案例价值
The work demonstrates an annual creative system that balances speed, brand consistency, product distinction, and reuse across channels.这个案例展示了明通如何围绕“让每一个营销节点，都长在同一套品牌资产上”，把判断、创意与执行连接为一条可说明、可复盘的项目路径。
Addressing the perception that Beijing Daxing is too far, Meantime shifted focus from distance to total travel time, highlighting efficiency across the entire journey.面对“大兴机场离市区远”的固有印象，明通没有回避距离，而是把消费者真正关心的问题，从公里数转向总耗时。
南方航空品牌增长与年度传播内容与体验激活
China Southern AirlinesBrand Growth and Annual CommunicationContent and Experience Activation
As international travel resumed, Meantime paired route information with an emotional invitation to rediscover distant destinations.国际航线重启时，用户缺的不是一条航线通知，而是再次出发的情绪许可。
海南航空品牌增长与年度传播内容与体验激活
Hainan AirlinesBrand Growth and Annual CommunicationsContent and Experience Activation
