Positioning Mitsubishi Heavy Industries as the ‘Experts In Air’ & challenging the category through TOV.

“The experts in air” is a new brand positioning for Mitsubishi Heavy Industries Air-Conditioners Australia that demonstrates that the brand’s high satisfaction rate and trust levels are a result of its mastery of air, as proven through their Canstar and Choice Awards.

With the category often dominated by cash-back incentives and celebrity spokespeople, this brand platform and launch campaign creates a whitespace for MHIAA helping them to stand apart and drive distinction.

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