Connecting Plots Delivers Latest Iteration Of “The Experts In Air” For Mitsubishi Air-Conditioners

Connecting Plots Delivers Latest Iteration Of “The Experts In Air” For Mitsubishi Air-Conditioners
B&T Magazine
By B&T Magazine



Mitsubishi Heavy Industries Air-Conditioners Australia (MHIAA) has launched its latest campaign via Connecting Plots drawing subtle similarities to the world of wine sommeliers.

In a highly competitive category that’s hard to navigate, the new campaign by Connecting Plots seeks to unlock the assurance of an expert opinion, 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 takes a humorous and light-hearted approach to presenting MHIAA as the true experts of the air-conditioning 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, customer satisfaction and the fact they are the most independently awarded air-con brand in Australia; with over 14 awards from CHOICE®, Canstar Blue, Finder and Product Review. The campaign also looks to uplift short term sales with a cash bonus promotion targeting both consumers and installers, who are highly influential figures in the sales process.

“We understand that most Aussie’s are only in the market for an air-conditioner a few times in their life, if ever and that the brand anity seen in other product categories isn’t as strong,” said MHIAA marketing manager, Jenny Perello. “So why not have some fun in what is usually a pretty conservative category and grab the attention of immediate and future customers so they can make an informed decision when the time is right.”

“Over the past three years, we’ve built on ‘The Experts In Air’ platform with a unique brand of humour to unashamedly claim category-leadership,” says Connecting Plots’ Founding Partner, Dave Jansen. “When in doubt, you ask an expert and with their heritage and awards, that’s exactly what MHIAA are – our job is to convey that in a fun and compelling way that helps them stand apart.”

The campaign is running across TV, BVOD, YouTube, radio, social, online, POS and owned channels, working closely in collaboration with media agency Speed.

CREDITS

Client: Mitsubishi Heavy Industries Air-Conditioners Australia Creative Agency: Connecting Plots
Production Company: Infinity Squared
Media Agency: Speed




Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]