MITSUBISHI HEAVY INDUSTRIES REINFORCE THEIR AIR EXPERTISE AS ‘SOMMELI-AIRS’ OF THE AIR.

In a low interest category that’s hard to navigate, the new campaign seeks to unlock the assurance an expert opinion provides, with the MHIAA Air Experts behaving like wine sommeliers - but with air. It’s the third iteration of ‘The Experts in Air’, a brand platform that deliberately pokes fun at a low interest tech-talking category by stating that to truly understand air, MHIAA takes air exploration to the extreme. The brand strategy continues to focus on long term growth through distinctive and consistent brand building, underpinned by MHIAA’s heritage, credibility and high customer satisfaction scores, as well as short term sales with a cash bonus promotion targeting both consumers and installers, who are highly influential figures in the sales process.