The taskMitsubishi 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 conceptWe 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 ideaDurability 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.