Mitsubishi Heavy Industries take air exploration to the extreme in new campaign via Connecting Plots
Mitsubishi Heavy Industries Air-Conditioners Australia (MHIAA) has launched a new campaign with Connecting Plots under its brand positioning ‘The Experts in Air’.
The new campaign continues to build on its rich engineering heritage, constant innovation and high customer satisfaction and trust scores through the Canstar and Choice Awards.
The campaign, directed by Tony Rogers from Guilty, puts a playful spin on the simple thought that to truly understand air, MHIAA technicians take air exploration to the extreme. To keep customers truly satisfied they continually explore the air, in ways that go above and beyond pure engineering and science.
“Air conditioning isn’t a particularly exciting purchase for anyone and the way the category advertises is formulaic and incredibly rational,” says Dave Jansen, Co-Founder & Creative Partner at Connecting Plots. “Hopefully this gives people something different to think about so that when the day comes to purchase A/C, we’re the brand they think of.”
“This work continues our journey of pushing MHIAA to be more distinct in a category of sameness,” says MHIAA Executive Marketing Manager, Jenny Perello. “The Experts in Air platform has already delivered strong growth for the business with a significant increase in sales YTD.”
The campaign launched on Sunday 17 July across TV, online, social, print and POS, working alongside media agency Speed.