MHIAACase Study Brand StrategyBrand PlatformCreative PlatformsIntegrated CampaignsTactical

Air conditioning is a category consumers aren’t particularly engaged with. To claim category leadership, differentiate from the Mitsubishi mother brand and play in a market where B2B and partner relationships are crucial, we needed to create a connection with consumers so that they specifically ask for MHIAA when engaging an installer. To do this, we took inspiration from MHIAA's  rich engineering heritage of 130+ years and it's numerous (and growing) consumer awards like CHOICE Best Brand Award (4 years in a row) and Canstar Blue Most Satisfied Customers award (3 years in a row) which gave us the perfect opportunity to position MHIAA as the smart choice in air-conditioning