Mitsubishi Electric needed a campaign that could do two things: Make their HVAC solution relevant to shoppers and inspire contractors to recommend units to their customers. We created a spokesperson, Alex, to carry the message of ultimate comfort. He was featured in a full-funnel media campaign.
Alex is likeable, trustworthy and has a knack for making even the most complicated things bone simple.
Push and Pull Marketing
Thanks to the informative scripts and clever demos, the campaign connected with both our consumer and our contractor target audiences. The success of the campaign had contractors across the country asking to adopt Alex for their messaging. To meet their needs, we developed a plug and play library of assets to support their B-to-C marketing initiatives. We even used Alex to recruit contractors, a hugely successful campaign extension. Alex could do it all.
Push and Pull Marketing
Thanks to the informative scripts and clever demos, the campaign connected with both our consumer and our contractor target audiences. The success of the campaign had contractors across the country asking to adopt Alex for their messaging. To meet their needs, we developed a plug and play library of assets to support their B-to-C marketing initiatives. We even used Alex to recruit contractors, a hugely successful campaign extension. Alex could do it all.
Digital Content
We created a series of humorous, in depth product demonstrations for digital direct response. We then used this content to pull in massive numbers of leads and direct sales for Mitsubishis HVAC solutions.
