MHIAACase Study Brand StrategyCreative & Campaign IdeaComms StrategyContent & ConnectionsProduction

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 (6 years in a row) and Canstar Blue Most Satisfied Customers award (5 years in a row) which gave us the perfect opportunity to position MHIAA as the smart choice in air-conditioning


uplift inmarket share


increase inquote requests


ROI forevery dollar spent


increase inwebsite traffic