New Mitsubishi Electric Campaign Makes Comfort Personal

While phones have gotten smarter and refrigerators can send text messages, traditional HVAC (heating, ventilating and air conditioning) technology hasn't really changed in 100 years. 

Now Mitsubishi Electric U.S. Inc. Cooling & Heating Division and its agency Ames Scullin O’Haire (ASO) are launching a new campaign that suggests its products are a better way to cool and heat homes in today’s world.

ASO developed the creative, as well as handled both media planning and buying. The campaign also debuts the brand's new tagline, “Make Comfort Personal.”

“This campaign is the result of some key consumer insights we learned from extensive research,” said John Stowell, senior director of marketing with Mitsubishi Electric. “We believe the technological innovations our products offer consumers provide a great alternative to inefficient traditional HVAC solutions. Our systems provide zone temperature control so different rooms can have different temperatures, making comfort personal."

advertisement

advertisement

The first spot, “Duct Crawl”, shows Alex in the kitchen as he remembers he has left his phone in the living room. As he travels inside the duct work, he says, “This is not the most efficient way for people, or air, to travel.” He slides down the duct onto the living room couch, where a couple sits, and explains that with a Mitsubishi Electric system, people can use a smartphone to control temperatures in one, or every room in the house, with no additional ductwork. 

The second spot, “Waterworks,” features Alex explaining that using a conventional cooling and heating system is like turning on the water in one room, and it turning on the water everywhere. By comparison, Mitsubishi Electric systems let users control temperatures in every room. Both ads end by directing viewers to the MitsubishiComfort.com Web site.

The spots are running on national network and national cable targeting homeowners ages 25-54. They are supported with print, digital, radio and social initiatives, all branded with the “Make Comfort Personal” message. 

“The idea of making comfort personal is big,” offers Patrick Scullin, managing partner, executive creative director of ASO. “This campaign uses dramatic and commonsensical demonstrations to show the many benefits Mitsubishi Electric offers.”

For the past four years, Mitsubishi Electric's U.S. Cooling and Heating and ASO have also promoted the brand through golf, including TV ads featuring top players and by serving as a corporate sponsor of the PGA Champions Tour. 

Mitsubishi Electric spent $12.29 million on advertising its cooling and heating unit in the U.S. in 2014, down from $19.93 million in 2013, according to Kantar Media.

Next story loading loading..