MHIAA taps Nonna Fina as the ‘Expert in Everything’ in new campaign via Infinity Squared
Content and production agency Infinity Squared has launched a new video-led campaign for Mitsubishi Heavy Industries Air-Conditioners Australia (MHIAA), fronted by social media sensation Nonna Fina.
Building upon MHIAA’s existing ‘The Experts in Air’ platform, developed by sister agency Connecting Plots Group, the new campaign flips the platform by positioning Nonna Fina as the Expert in Everything… else. From making sauce to hiding money under mattresses, just not air conditioning. That’s where she trusts MHIAA.
Rebecca Vitetta, Marketing Executive (Promotions & Loyalty) at MHIAA, said the campaign, which promotes a $500 cashback offer running from October 1, aims to lean into an entertainment-first approach: “The AC category is often full of technical jargon that consumers don’t always understand. So we wanted to embrace simplicity and humour in order to stand out and relate to everyday Aussies.”
Erin McBean, Executive Producer & Managing Director at Infinity Squared, said this was the dream brief for Infinity Squared, which has a 15-year Emmy® Awarded history of entertainment-first thinking: “This brief gave us permission to make something that people would enjoy watching instead of skipping. Ads for air conditioners often can be similar in the way they are designed and approached, which makes the consumer switch off. But in this case, they might want to watch someone as charismatic as Nonna Fina call an installer a ‘good boy’.”
Nonna Fina, who has amassed millions of followers across social media with her no-filter confidence, strong opinions and connection to multicultural Australia, perfectly embodies the ‘Expert in Everything’.
Says McBean: “You don’t need to be Italian to understand Nonna Fina. People see their mum, their dad, their pappou, their auntie, their partner in her. I’m even becoming more like Nonna Fina these days. That’s why she works. She represents someone we all know.”
The result reframes MHIAA as the brand trusted by the people who usually think they know best, like Nonna Fina.
The campaign is live, with the hero films running across BVOD, social and digital, with Nonna Fina also integrating the cashback offer naturally into her own social channels with a phone-first approach.
Client: Mitsubishi Heavy Industries Air-Conditioners Australia
Marketing Executive Promotions and Loyalty: Rebecca Vitetta
Customer Experience Coordinator: Maryanne Vyas
Graphic Design Specialist: Tyler Morley
Creative & Production: Infinity Squared
Founder & ECD: Dave Jansen
Executive Producer & Managing Director: Erin McBean
Writer & Director: Adam Wise
Senior Producer: Katie Dorman
DOP: Dimitri Zaunders
1st AD: Naomi Enfield
1st AC: Rose Newland
2nd AC: Ashley Smith
Gaffer: Gabriel Morrison
Best Boy: Evan Dixon
Production Designer: Laura Murray
Sound Recordist: Nathan Bell
H&MU Artist: Tracey Terashima
Unit Manager: Matty Whithaar
Runner: Vasja Senft
Stills Photographer: Seiya Taguchi
Digi Op: Brock McFadzean
Stills Assist: Fiona Tong
Editor: Sam Wickham
Colourist: Marcus Timpson
Sound Post: Mighty Sound
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