Mitsubishi Heavy Industries are ‘The Experts In Air’ in first campaign via Connecting Plots

Mitsubishi Heavy Industries Air-Conditioners Australia (MHIAA) has launched its new brand positioning in its first major work by Connecting Plots since appointing them as lead creative agency after a competitive pitch in December 2020.

 

The brand’s new positioning as “the experts in air” creates a white space for MHIAA by demonstrating that the brand’s high satisfaction rate and trust levels, as seen through the Canstar and Choice Awards, are a result of its mastery of air.

Says Jenny Perello, executive marketing manager, MHIAA: “We’re excited to work with CP because they’re pushing MHIAA to be more distinct in a category of sameness. Our category is often dominated by cash-back incentives and celebrity spokespeople whereas this is something a little different that we hope will stand apart, put a little smile on people’s faces and get them thinking of us when it’s time to buy a new A/C.”

Says Tim Collier, strategy director, Connecting Plots: “MHIAA represents a fun challenge. As a consumer, it’s a category that you find yourself in, not something you go out of your way for. So it’s a real opportunity for the kind of creativity that needs to earn consumers’ attention.”

Says Tom Phillips, group managing director, Connecting Plots: ”We’re delighted to win the MHIAA brand and creative account. They are a true challenger brand with loads of history in innovation and rock solid products. We can sense a real appetite to push the work and challenge the category norms in order to help accelerate their growth.”

The campaign launched Sunday 23 May across TV, digital and social working alongside media agency Speed.

Client: Mitsubishi Heavy Industries Air-Conditioners Australia
Marketing Manager: Jenny Perello
Marketing Coordinator: Glen Alcock

Creative Agency: Connecting Plots
Creative Partner: Dave Jansen
Group Strategy Director: Tim Collier
Creatives: Matt Geersen & John Gault
Group Account Director: Gemma Geraint
Account Director: Gemma Barr
Integrated Producer: Bonnie Ledsam

Production Agency: Infinity Squared
Director: Daniel Reisinger
Producer: Erin McBean

Media Agency: Speed