Air Purifier Brand Blueair Launches First Digital And Social Ad Campaign In U.S.

In a significant shift in its marketing strategy, Blueair has premiered its first ever digital ad campaign in the U.S.A. in a move to boost awareness of indoor air quality issues.

Initially running over a 5-week period in key Southern Californian metropolitan areas, the new digital strategy from the world’s leading premium indoor air cleaning company builds around a ‘Breathe smarter’ slogan designed to extend the appeal of the brand to a new generation of younger people.

“We have developed a unique campaign that will reach, engage and entertain Blueair’s Internet savvy customer base using the ‘Breathe smarter’ approach in a humorous way,” said Blueair US marketing chief David Philmlee.

The campaign harnesses digital lifestyle ads that feature young women and men – and even an iconic eyeglass-wearing cat – in chilled-out situations on multiple SoCal-local websites as well as Blueair’s Facebook, Twitter and Instagram media to promote the health and well-being benefits that stem from purifying indoor air.

Philmlee said Blueair is addressing millennials, who are focused on living healthier lifestyles because seven of its cities, including Los Angeles-Long Beach and Bakersfield, rank among the top ten U.S. cities suffering abysmal air pollution, which at times exceeds that seen in Beijing or Delhi. According to the ‘State of The Air’ report released by the American Lung Association more than 18 million people – almost 44 percent of the U.S. population –live in metro areas where air pollution regularly reaches dangerously high levels.

‘Breathe smarter’ will bring to life that breathing indoor air purified of contaminants by using Blueair’s patented HEPASilent® technology is a simple-to-achieve path to increased health and wellness at home or in a workplace. Blueair’s ‘Breathe smarter’ campaign will feature simple story telling around the benefits brought by the company’s air purifiers using images of millennials enjoying Blueair’s benefits in a series of unusual ways, carrying the tagline #Breathesmarter.

The campaign was developed by two agencies – LA-based Sisu and the Chicago office of media communications agency Starcom. The images vary from product to lifestyle people shots and introduce an iconic Blueair cat to promote that to ‘Breathe smarter’ is a cool lifestyle choice for everyone who wants to live healthier.

“We want to reinforce the Blueair brand is for everybody,” Philmlee said. He added that people want to improve their health and wellness in many different ways, but whichever one they want, they need to breathe air free of the indoor contaminants that can spark or exacerbate allergies, cause tiredness or even lead to serious illnesses over time.

“At the end of the day, we want to bring Blueair to people who are naturally into a health and wellness narrative already as well as creating a ‘Wow, I didn’t know that’ wake up call,” Philmlee adds.