Mitsubishi Heavy Industry Air Conditioning Europe (MHIAE)


Positioning campaign




  • Mike | Creative Director
  • Steve | Copywriter
  • Andrew | Account Director

From the outside looking in, Mitsubishi Heavy Industries’ (MHI) air conditioning products are exactly the same spec as the competition but that’s not enough to grow market share.

What did we find that’s extraordinary? The dependability of their products is loved by many engineers and installers.

How we extracted the extraordinary

We expressed the dependable quality of MHI’s grey boxes by focusing on the heritage and solid expertise of the company and avoiding conventional product shots. The result was a corporate ad campaign that reminded engineers and installers of what they need as much as basic features, moving their minds to think about the reputation of MHI instead of simply comparing specs.