Mitsubishi Electric

Starting the conversation


Brand awareness campaign strategy, content creation, multi-media 
marketing implementation and management for world-leading HVAC solutions provider.

The big idea

Mitsubishi Electric has a reputation for quality and delivering excellent customer service. 
At the heart of its business are its people, and like their customers, they thrive on human connection and engagement. We needed an idea that broke down barriers and allowed Mitsubishi Electric’s customers to connect with its people. The ‘Ask Mitsubishi Electric’ (ME) campaign was born. A ‘people-centred’ concept, structured to focus on Mitsubishi Electric and its human interactions with existing customers and prospects on all levels.

The campaign targeted multiple (HVAC) audiences including, consultants, contractors, installers, facility managers, wholesalers and Mitsubishi Electric’s own internal sales teams. Offering a ‘HVAC solution for every project’, customers can Ask Mitsubishi Electric about any area of their business and be confident in the expertise and experience behind their response. Ask ME about…heating, cooling, ventilation, air conditioning, controls, IT chillers.

The flexible ‘Ask ME’ concept also enabled Mitsubishi Electric to convey core principles of, trust, quality, technology, citizenship, ethics, compliance, sustainability, and growth.


The multi-media campaign included, trade press print advertising, digital eshots, social media content creation and advertising, experiential events, video and PR. The campaign has proven to be a great success with a positive impact across all business sectors and identified metrics.