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

A DISTINCTIVE BRAND PLATFORM THAT SHAKES UP THE CATEGORY.

Grounded in a playful, self deprecating tone of voice, ‘The Experts in Air' pokes fun at the category which is dominated by tech-talk and celebrity spokespeople and invites the audience to seek expertise when making a decision on their A/C purchase.

AND CAN BE UTILISED BY TRADE TO FIRMLY CEMENT INNOVATION AND QUALITY CREDENTIALS.

'Experts in Air' is used across all B2B and trade activity and throughout the entire network of installers across Australia.

BRAND COMMS THAT POSITIONS MHIAA IN AN ENTERTAINING WAY.

Told through the worlds of memorable brand mascots who's exploration of air goes beyond pure engineering and science.

TACTICAL CONSUMER AND TRADE PROMOTIONS TO DRIVE SHORT TERM SALES.

The platform also flexes to uplift short term sales with a cash bonus promotion's targeting both consumers and installers, who are highly influential figures in the sales process.