Skip to content
Marketech APAC
  • About Us
  • Reports
  • Events
  • Contact Us
SUBSCRIBE
  • MARKETING
  • TECHNOLOGY
  • PLATFORM
  • SME
Marketing Featured Southeast Asia
No posts found

Beating the PH summer heat: How Carrier, Ace Saatchi & Saatchi carried out latest outdoor activation with utility, innovation in mind

by Aliza Carmona

-

May 22, 2024

Philippines – In the sweltering summer heat of the Philippines, Concepcion-Carrier Air Conditioning Company (CCAC) is making bold strides to promote the Carrier brand and enhance urban life with its massive ‘Carrier Cool Spot’ activation, designed to bring a refreshing chill to outdoor spaces.

For this campaign, Carrier teamed up with full-service consumer brand company Ace Saatchi & Saatchi to make the ambitious outdoor activation project possible at Bonifacio Global City’s (BGC) bus stop. 

MARKETECH APAC spoke exclusively with CCAC, alongside Ace Saatchi & Saatchi, to discuss the collaborative effort on the creation of ‘Carrier Cool Spot’ and the broader implications of this innovative project for experiential marketing and urban design.

Spot the cool spot. 

Confronted with the blistering heat of the El Nino phenomenon and the hot summer in the Philippines, the idea behind the ‘Carrier Cool Spot’ stemmed from a desire to fuse utility with brand promotion.

Inspired by the brand’s #ThatFeelingWithCarrier hashtag, the Ace Saatchi & Saatchi team thought of a heat shelter that would offer respite to commuters while subtly showcasing Carrier’s air conditioning prowess. 

“We had several designs of lounges, giant walk-through air conditioners, and various other installations before deciding on the Carrier Cool Spot bus stop. It ticked all the right boxes—it was useful since it was a natural place for people to wait. It was visible to passing traffic, since we wanted people to notice it even if they were not experiencing the cool air in it. Its built-in tech made it an installation worthy of Carrier as the Air Authority. And its design and sheer size made it shareworthy photo bait,” Greg Martin III, executive creative director at Ace Saatchi & Saatchi, explained. 

However, while the concept is nothing short of ‘cool’ and innovative, turning the concept into reality posed numerous challenges. From assembling a diverse team of experts to navigating bureaucratic hurdles with city administrations, the journey is far from being ‘chill’. 

The team had to gather fabrication experts, structural engineers, electrical engineers, air conditioning experts, and solar power experts to create a master plan for the system, which entails a lot of tedious crafting and planning. Moreover, they also have to deal with the bureaucratic hurdles, making sure to align their plans with the BGC administration so that the installation integration will fit the transport operations. 

The inception of ‘Carrier Cool Spot’ involved a lot of paperwork, approvals, redesigning, and manoeuvring around property rules at the back-end while ensuring that the construction would not destroy the existing bus stop. 

During the construction phase, the team had to speed up construction in time for the summer season so that the installation would be relevant to the commuting public. On site, they had to make quick decisions, do structural and technical modifications, and even sleep on-site to make it happen. 

Jason Villaroman, associate director of activation and consumer XP, shared, “For these challenges, we had to rely on the grit and perseverance of every team member to push the project forward. Teamwork and communication are key ingredients, but the most essential ingredient is the shared vision of creating something spectacular that is beneficial for the commuting public, which empowers everyone.”

“The Carrier Cool Spot is an ambitious outdoor activation project, but its uniqueness will set Carrier apart from its competitors, making the brand more memorable,” Yhanee Mendoza, head of activation and consumer XP, added. 

Pam Mallari-Valenzuela, vice president and marketing director of CCAC, was also confident that, despite the challenges, outdoor activation is still possible through their collaborative efforts. 

“Carrier is the Air Authority. As such, the brand has the capability and technological know-how to optimise immense opportunities to express this in many ways and through several means,” Mallari-Valenzuela stated. 

Experiencing the cool 

The ‘Carrier Cool Spot’ project is an example of experiential marketing, and for Mendoza, this medium of marketing is a powerful tool in the modern advertising arsenal. For her, experiential marketing transcends traditional methods by prioritising the consumer experience, driving deeper engagement, and fostering authentic relationships between brands and their audiences.

With the ‘Carrier Cool Spot’, consumers are allowed to experience the Carrier brand firsthand tangibly, which in turn can significantly influence purchasing decisions and how Carrier is perceived as a brand. 

“The Carrier Cool Spot is a testament to the brand’s strong legacy in the Philippine market as the most reliable and trusted air conditioning brand. It is the ‘Air Authority’ and the brand you go to for your cooling requirements—complex or otherwise, big or small,” Mallari-Valenzuela said. 

But beyond marketing, this activation has the ability to impact the future of urban design and public amenities in the Philippines. Its sustainable features, such as solar power integration, pose possibilities for a potential shift towards more innovative and eco-friendly infrastructure solutions. 

The outdoor activation received a positive reception, with photos of the unique giant air conditioner circulating on social media. Mallari-Valenzuela revealed that they have received several inquiries from other LGUs and privately run communities seeking to understand how to make the same service permanently available to their constituents. 

“We are delighted with the positive reception of the Carrier Cool Spot and how it has inspired a discussion of instituting a better standard for public amenities in a sustainable way,” she shared. 

A future of innovation

The ‘Carrier Cool Spot’ stands as the first and only larger-than-life air conditioner in the Philippines. This ambitious project took months of meticulous planning and involved a vast team of dedicated professionals. 

“There were details unaccounted for, as is any project that is pioneering, but the resilience and agility of the team allowed us to address these with grace and without compromising the promise of the project,” Mallari-Valenzuela shared. 

She added, “Carrier remains strategically poised to deliver unparalleled cooling end-to-end solutions that are consumer-centric. Its partnership with experts, leaders, professionals, and consultants around the globe empowers the brand to address residential (home) and commercial (business) needs and requirements, whether urban or otherwise.”

Meanwhile, for Ace Saatchi & Saatchi, with its extensive experience in creating outdoor activations, each project serves as a stepping stone for continuous learning and improvement, ensuring they deliver the best possible outcomes for their clients.

From constructing playground equipment that converts physical energy into electrical energy for an energy biscuit client to orchestrating large-scale activations like the Petmaloop Challenge for a telecom client, Ace Saatchi & Saatchi has a rich history of engineering impressive endeavours. Notably, the Petmaloop Challenge involved a massive product demonstration where a single smartphone was passed around the country, allowing local influencers to livestream from diverse locations such as beaches and forests to showcase network strength—an effort that set a Guinness World Record.

“Ace Saatchi & Saatchi has had a long tradition of creating share-worthy outdoor activations and installations. So, we’ll continue to do what we do—create impactful consumer brand experiences for our clients and have fun doing it,” Martin stated. 

Related Tags Ace Saatchi & Saatchi brand activation Carrier experiental marketing Urban Spaces
Share this article

Related Articles

View All
MARKETECH-PHOTOS-_2_
Platforms Southeast Asia
BBDO Singapore, MOH Holdings turn gaming for good in new campaign to spotlight healthcare profession with Fortnite
February 7, 2024
By Aliza Carmona
M&C Saatchi Indonesia rebrands to Moonfolks, unveils accelerated commerce model 
Marketing Southeast Asia
M&C Saatchi Indonesia rebrands to Moonfolks, unveils accelerated commerce model 
January 25, 2024
By Brandon Yulolo
Milk tea brand CoCo offers a rather physical way to alleviate stress–even a veteran journalist is up for it
Marketing Southeast Asia
Milk tea brand CoCo offers a rather physical way to alleviate stress–even a veteran journalist is up for it
September 28, 2023
By Teddy Cambosa
MARKETECH-PHOTOS-_2_
Platforms Southeast Asia
Vistar Media partners with Singapore icon Ten Square for programmatic DOOH advertising
August 10, 2023
By Aliza Carmona
GoTyme Bank marks partnership with Cebu Pacific with an actual airplane activation
Marketing Featured Southeast Asia
GoTyme Bank marks partnership with Cebu Pacific with an actual airplane activation
February 20, 2023
By Teddy Cambosa
Netflix taps Sandbox VR to create ‘Squid Game’ VR experience
Platforms Featured Global
Netflix taps Sandbox VR to create ‘Squid Game’ VR experience
February 13, 2023
By Teddy Cambosa
No posts found

Featured Articles

View All
Ecommerce-Marketing-2024-New-Hero-Image
Marketing Southeast Asia
MARKETECH APAC pioneers ‘E-Commerce Marketing’ conference in PH, forwarding dialogue on future of commerce
May 2, 2024
By Aliza Carmona
ECommerce Malaysia_Hero image
Marketing Featured Southeast Asia
MARKETECH APAC kicks off ‘E-Commerce Marketing Series’ in Malaysia, sparking discussion on the future of e-commerce
April 19, 2024
By Brandon Yulolo
MTA2024_Feature-Image
Marketing Featured APAC
Top marketing leaders in APAC join first line up of jury panel for MARKETECH APAC’s Marketing Technology Awards 2024
April 15, 2024
By Aliza Carmona
Adobe-SG-Workshop-Feature-Image-_700-x-400-px__1
Marketing Featured Southeast Asia
MARKETECH APAC teams up with Adobe to bring complimentary workshop on generative AI to Malaysia
April 11, 2024
By Aliza Carmona
MARKETECH APAC’s return of “What’s NEXT” conference in PH a two-day culmination of industry discussions on future of marketing
Marketing Featured Southeast Asia
MARKETECH APAC’s return of “What’s NEXT” conference in PH a two-day culmination of industry discussions on future of marketing
March 22, 2024
By Teddy Cambosa
MARKETECH APAC’s first in-person conference in SG details what’s next for marketing–from AI to customer engagement
Marketing Featured Southeast Asia
MARKETECH APAC’s first in-person conference in SG details what’s next for marketing–from AI to customer engagement
March 11, 2024
By Teddy Cambosa
No posts found

Most Recent Articles

SRT, TBWA\Singapore bring Macbeth experience to Roblox as part of Project Arts Metaverse
SRT, TBWA\Singapore bring Macbeth experience to Roblox as part of Project Arts Metaverse
May 30, 2025
Fatima Baduria
No posts found
Okaya Power awards integrated media duties to dentsu X India 
May 30, 2025
Aliza Carmona
PepsiCo joins Formula 1’s growing list of official partners
May 30, 2025
Teddy Cambosa
UNIQLO Singapore to open first touchpoint concept store for online-to-offline shopping experience
May 30, 2025
Fatima Baduria
CelcomDigi celebrates preservation of Bornean languages with new chatbot, campaign
May 30, 2025
Teddy Cambosa
Café de Coral pays tribute to generational bonds in new dentsu HK campaign
May 30, 2025
Aliza Carmona
No posts found

Subscribe Now

Agreement(Required)
This field is for validation purposes and should be left unchanged.
Marketech APAC
We deliver the latest marketing news, trends, and best practices that serve everyone in the industry whether you’re from small or big enterprises.

Office

14i Seville Tower, Circulo Verde Phase 1, #70 Calle Industria, Brgy. Bagumbayan, Quezon City, 1100 Philippines +63 917 319 5762
+63 917 319 5762

Follow Us

Facebook Linkedin Youtube Spotify

Content Pillars

  • Marketing
  • Technology
  • Platforms
  • SME

The Publication

  • About Us
  • Contact Us
  • Terms and Conditions
  • Privacy & Cookie Policy
  • Events
  • Reports

Geographical Scope

  • South East Asia
  • East Asia
  • ANZ
  • SouthAsia
  • APAC
  • Global

Events

What's NEXT in Marketing Series
  • Singapore
  • Philippines
  • Hong Kong
  • Indonesia
  • Malaysia
Retail & E-Commerce Innovation Series
  • Malaysia
  • Philippines
Advertising Technology Asia Series
  • Philippines
  • Singapore
Awards
  • Empowered Women Awards
  • Marketing Technology Awards
  • NEXT Awards
  • Indonesia
  • Philippines
  • Malaysia
  • Singapore & APAC

Join our APAC marketing community

Subscribe to our newsletters to get the latest marketing news in the region.

Agreement(Required)
This field is for validation purposes and should be left unchanged.
© 2025 MARKETECH APAC. All rights reserved.
We use cookies to improve your experience and to analyse our traffic. To find out more, please click here. By continuing to use our website, you accept our Privacy Policy and Terms & Conditions. Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT
Home
About Us
Write for Us
Contact Us
Subscribe
Facebook Linkedin