The air conditioning you can count on

Technology you can count on

Mitsubishi Electric

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The task

Mitsubishi Electric needed a new brand positioning campaign for its air conditioning systems. The marketing strategy was focused on the machines durability and their reliability. But, with these rational atributes, how we could connect with the consumer?

The concept

We needed to connect throught the stories. For that reason, we transform rationality into emotivity, to talk with our target about something else more than just data.

The idea

Durability was transformed into experience, fiability into stories and Mitsubishi Electric became the "Technology you can count on."
Through rational numbers, we created a key verbal that allowed us to explain stories. And, for the first time, we gave voice to our air conditioning machines to explain all that experiences they have lived in our customers' homes and businesses.

CLAIM

Technology you can count on

Online spot

The video was the trigger of an online campaign of pre roll and VOD.

Prints

We adapted the creative concept to the graphic campaign and we created two prints: one focused on the house environment and the other one, focused on the business world.
Technology you can count on, Mitsubishi Electric
Technology you can count on, Mitsubishi Electric
Technology you can count on, Mitsubishi Electric

POS Campaign

And we also produced a direct marketing campaign with stickers, stoppers, vinils and totems that were in more than 1.500 retail shops.
Technology you can count on, Mitsubishi Electric

The results

heart

A new

and emotional brand positioning
video

More than 11.000

views in Youtube
users

1.500

retails full of stories