Campaign details

Brand: JP Series
Brand owner: Mitsubishi Electric
Lead agency: MRM Worldwide, McCann
Contributing agencies: kirameki, Phenomena Thailand, iPlanet
Country: Indonesia, India, Malaysia, Thailand, Vietnam
Industries: Home appliances
Media channels: Online video, Social media
Budget: 1 - 3 million

Executive summary

This is the story of how a traditional Japanese manufacturer used an emotional approach to bring mass appeal to its brand and exceed its three year target in three months.

Mitsubishi Electric, which provides a wide range of products and services from B2C home appliances to B2B infrastructure development, was struggling with the growth of the brand's air conditioner sales, the B2C flagship category sales, and the brand reputation in APAC.

This year, as the air conditioner market is undergoing a revolutionary shift to more accurate and efficient inverter models, Mitsubishi Electric decided to launch a new premium inverter air conditioner, called JP Series, as a main sales driver in the APAC markets.