Mitsubishi Heavy Industries Air-Conditioners are 'Sommeli-airs' of the air via Connecting Plots

9 August 2023

Creative Agency: Connecting Plots
Media Agency: Speed

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To truly understand air, MHIAA takes air exploration to the extreme.

The new campaign by Connecting Plots seeks to unlock the assurance of an expert opinion, with the Mitsubishi Heavy Industries Air-Conditioners Australia (MHIAA) 'Air Experts' behaving like wine sommeliers - but with air.

It’s the third iteration of ‘The Experts in Air’, a brand platform that takes a humorous and light-hearted approach to presenting MHIAA as the true experts of the air-conditioning by stating that to truly understand air, MHIAA takes air exploration to the extreme.

The brand strategy continues to focus on long term growth through distinctive and consistent brand building, underpinned by MHIAA’s heritage, credibility and customer satisfaction.

The campaign also looks to uplift short term sales with a cash bonus promotion targeting both consumers and installers, who are highly influential figures in the sales process.

MHIAA marketing manager, Jenny Perello, said the company understands that most Australians are only in the market for an air-conditioner a few times in their life, if ever and that the brand affinity seen in other product categories isn’t as strong. 

“So why not have some fun in what is usually a pretty conservative category and grab the attention of immediate and future customers so they can make an informed decision when the time is right," she said.

Connecting Plots’ founding partner, Dave Jansen, said in the past three years, it has built on ‘The Experts In Air' platform with a unique brand of humour to unashamedly claim category-leadership.

“When in doubt, you ask an expert and with their heritage and awards, that’s exactly what MHIAA are - our job is to convey that in a fun and compelling way that helps them stand apart," said Jansen.

The campaign is running across TV, BVOD, YouTube, radio, social, online, POS and owned channels, working closely in collaboration with media agency Speed.


Client: Mitsubishi Heavy Industries Air-Conditioners Australia

Creative Agency: Connecting Plots

Production Company: Infinity Squared

Media Agency: Speed

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