Mitsubishi Electric
B2C campaign
The weather cannot be changed, but the climate can.
The energy transition has become a topic of public discourse—but often in abstract, politically charged terms that are difficult for private households to grasp. Mitsubishi Electric was faced with the task of making the complex topic of climate-friendly heating technologies emotionally understandable while clearly communicating technological expertise, efficiency, and reliability. The goal was to position heat pumps as a concrete, everyday solution to climate change – without moralizing, but with conviction.
From reach to relevance.
Development of a wide-reaching B2C campaign that generates attention, provides guidance, and builds trust. The campaign should have a measurable impact—in terms of perception, recall, and referral to consulting and sales.
Where change becomes possible.
The central theme, “You can't change the weather, but you can change the climate,” translates a global challenge into a personal opportunity for action. While the weather is presented as an unchangeable constant, the climate is brought into focus as something that can be shaped. The heat pump is positioned not as a product, but as an effective tool. Visually, the campaign uses clear, minimalist motifs: strong color fields, striking headlines, and confident product presentation. The interplay of image, text, and space follows a clear visual flow—developed and tested on the basis of eye-tracking analyses.
At first glance.
The campaign has its full impact in public spaces. Large billboards, city light posters, and transport advertising place the message where climate change is felt every day—in the midst of everyday life. The motifs were specially designed for brief contact times. Their structure and design follow proven eye-tracking patterns and help viewers grasp the content quickly and comprehensively.
Digital extension with substance
Digital channels extend the campaign in depth. Social ads, display formats, and mobile landing pages pick up on the central motif and translate it into content explanations, application examples, and concrete advantages of the technology. The digital design follows the same principles as the out-of-home motifs: clarity, reduction, and focus. Here, too, user studies and performance data formed the basis for optimizations.
Communication that gets through – even regionally
In addition to its digital and urban presence, the campaign is being consistently extended to print media. Advertisements, informational materials, and customized specialist partner activation measures translate the central idea into different contexts of use—from magazines and sales-oriented direct mail to club and food retail advertising in the regional environment. This creates communication that remains visible, is locally anchored, and strengthens direct contact.
With its campaign “You can’t change the weather, but you can change the climate,” Mitsubishi Electric is positioning itself as a responsible technology driver of the heating transition. The combination of a clear stance, precise creation, and data-based optimization creates communication that has an impact—emotional, rational, and measurable. A campaign that doesn’t promise to control the weather, but shows how climate protection can be achieved in concrete terms.
