Mitsubishi Electric LES
Sales campaign
Air purifier for marriage rescue
The successful campaign we developed to support sales of Mitsubishi Electric Living Environment Systems’ M-Series is entering its second season. The three previous clips are supplemented by four new episodes on different topics, which explain the advantages of air conditioning in the home in an amusing and varied way. The respective videos combine scenes from everyday life with current plots on the subject of air conditioning in private homes. They show various aspects for which Mitsubishi Electric air conditioning systems – depending on the season and topic – have suitable solutions ready. The Ratingen-based company thus creates awareness of the advantages of split air-conditioning systems and their possibilities and areas of application.
Task
Conception and realization of an end customer campaign for air conditioning systems in private households.
Idea
As our long-standing client Mitsubishi Electric is targeting end customers directly for the first time with a campaign, we wanted to use the double search engine effect: Google and YouTube. Since air conditioning in private households is not yet standard on the German market, the main challenge was to dispel common reservations. In order to demonstrate the advantages to interested parties and alleviate possible concerns in advance, a dynamic moving image format quickly crystallized.
Solution
The result is the “Team for every climate”. A married couple in the midst of life, who share all their thoughts on the purchase of an air conditioner with the viewer with a good dose of humor and a tentative marital crisis. While the first season was devoted to general, rather superficial topics concerning air conditioning, in the second season we delve deeper into functions as well as technologies, and provide information on advice and installation. The material created during filming is used in a variety of ways and provides the content basis for dedicated communication channels. In addition to the effective advertising messages, the air-conditioning couple also provides us with a nice side effect: an unobtrusive figure who is sympathetic to the questions that are on people’s minds when they are considering air-conditioning as an investment in comfort.
Teams are created through teamwork
The filming was done in cooperation with Fernsehzimmer Filmproduktion from Cologne. Owner Jens Gronek and his team convinced with high sovereignty, perseverance and inventiveness. The filmmaker and producer has been socially addicted and a fan of holistically networked campaigns since the launch of YouTube. So do we!
Products in application
And what does that look like then? Everyone can imagine a washing machine in the utility room. You see the dishwasher more often than you'd like, and if you're lucky, you rarely stumble across the robot vacuum cleaner. But how do you think the air conditioning works in my 4 walls? The question can be unrestrainedly answered with "excellent". To stimulate the imagination, the ambient images developed as 3D and real image composing are used in various channels.
Them again!
The campaign's climate couple appears in retargeting banners wherever interested people sojourn.
