Ask ME | Mitsubishi Electric
Mitsubishi Electric’s LES Division: A Case Study
Mitsubishi Electric’s Living Environmental Systems (LES) division creates innovative products and solutions that enhance daily life. With a commitment to environmental sustainability and cutting-edge technology, LES focuses on improving comfort, efficiency, and quality of life. Their technologies are designed to address global challenges, such as reducing carbon footprints and supporting a sustainable future.
Challenge To solidify Mitsubishi Electric’s position as a leader in sustainable HVAC solutions, the company set out to:
- Enhance Brand Awareness and Favorability: Elevate the brand’s reputation across both B2B and B2C audiences.
- Increase Market Share: Achieve a targeted 2% growth in LES product market share.
- Position the Brand as a Thought Leader: Build trust and credibility in the market by highlighting Mitsubishi Electric’s expertise and commitment to sustainability.
The challenge lay in standing out in a competitive marketplace while effectively communicating Mitsubishi Electric’s unique value proposition: high-quality, environmentally sustainable HVAC solutions.
Solution In response to these goals, Mitsubishi Electric launched the Ask Mitsubishi Electric (ME) campaign. This multimedia marketing initiative was designed to foster genuine connections with customers while showcasing the company’s human-centric approach and technological leadership.
Key elements of the campaign included:
#AskME Campaign Theme: A customer-focused initiative that encouraged engagement and dialogue, positioning Mitsubishi Electric as a partner in solving customers’ challenges.
Human-Centric Messaging: To connect with audiences on a personal level, the campaign highlighted the people behind Mitsubishi Electric. Observational photography showcased the workplace culture, the environments where the technology operates, and the employees themselves—complete with names and job titles—to add a relatable, inviting touch.
Content-Driven Strategy: A combination of educational content, social media engagement, and thought leadership materials reinforced Mitsubishi Electric’s expertise and commitment to innovation.
Visual Identity: A strong emphasis on high-quality visuals brought the campaign’s themes to life, making the messaging more impactful and memorable.
Results
The Ask Mitsubishi Electric (ME) campaign delivered impressive results, underscoring its effectiveness in meeting the company’s goals. The campaign’s success enhanced Mitsubishi Electric’s market presence and fostered stronger customer relationships by achieving widespread visibility and reach across targeted platforms. It reflected significant growth in audience engagement and brand advocacy while generating meaningful traffic to key platforms, facilitating deeper customer interactions and conversion opportunities.
Why it worked
The campaign succeeded by combining innovative storytelling with a focus on real people and real-world applications. By celebrating Mitsubishi Electric’s employees and showcasing the company’s human and technological impact, the #AskME initiative created an emotional connection with audiences.
Moreover, the campaign’s emphasis on sustainability aligned with growing environmental awareness among customers, reinforcing Mitsubishi Electric’s relevance and credibility in a competitive market.
Alignment with Net Zero Initiatives
Mitsubishi Electric’s LES division exemplifies the company’s commitment to a sustainable future. By developing energy-efficient HVAC solutions, the company actively contributes to decarbonization and aligns with global environmental goals. The #AskME campaign not only elevated Mitsubishi Electric’s brand but also reinforced its role as a leader in the transition toward net zero. By integrating sustainable practices into its solutions and communicating this commitment effectively, Mitsubishi Electric established itself as a forward-thinking, responsible brand.
The Ask Mitsubishi Electric (ME) campaign demonstrates the power of human-centric, customer-focused marketing. By prioritising engagement, authenticity, and sustainability, Mitsubishi Electric not only achieved its immediate goals of increasing brand awareness and market share but also strengthened its position as a thought leader in the HVAC industry.
This case study highlights how a well-crafted, purpose-driven campaign can deliver tangible business outcomes while contributing to broader societal and environmental goals.
