MAKING MITSUBISHI HEAVY INDUSTRIES DISTINCTIVE IN A CATEGORY OF SAMENESS.
Mitsubishi Heavy Industries (MHIAA) needed grow their share of market and increase demand for the peak summer installation period.
But buying an air conditioner is pretty boring and not something you do often. So buyers tend to rely on recommendations from installers as to which brand should go in their home. Even then there is a lot of tech-talk waffle and little distinction between brands as people tend to just see a white box on a wall.
We needed a way to appeal to both customers and the installers in a way that was entertaining and different to what the category was already doing.
Luckily, MHIAA have the cred, with a rich engineering heritage and winning awards like CHOICE Best Brand Award (3 years in a row) and Canstar Blue Most Satisfied Customers award (2 years in a row) gave us the perfect opportunity to position MHIAA as the smart choice in air-conditioning
BRAND STRATEGY, BRAND PLATFORM, CREATIVE PLATFORMS, INTEGRATED CAMPAIGNS, TACTICAL.
Direct response enquiries
YOY sales trend
Estimated ROI from quote enquiries (exc. cashbacks)
A DISTINCTIVE BRAND PLATFORM THAT SHAKES UP THE CATEGORY.
‘The Experts in Air’ is a brand platform that pokes fun at the categories tech-talk and celebrity spokespeople approach and empowers the audiences to feel in control when making a decision on their A/C purchase.
A BRAND CAMPAIGN THAT CELEBRATES OUR CREDENTIALS IN AN ENTERTAINING WAY.
Through a rich engineering heritage, constant innovation and accolades, Mitsubishi Heavy Industries have set themselves apart as the Experts in Air.
But to keep this status they continually explore the air. Exploration that goes beyond pure engineering and science. To truly understand the air their technicians live and breathe it. Literally. All so others can enjoy it at home or the office.
USING OUR ‘EXPERTISE IN AIR’ TO SUPPORT INSTALLER NETWORK.
Product and technical demonstration content which is used to support a network of highly influential installers across Australia.