awareness campaigns
the issue:
The demand for heat pumps is on the rise leading into the colder months, but many people don’t believe an electric system can conquer winter.
the truth:
Mitsubishi Electric Canada (MESCA) has been manufacturing heat pumps for Canadians for over 30 years, using revolutionary technology to regulate homes year-round – even in extreme temperatures.
the idea:
Position the brand as the primary source for all heating & cooling needs, by increasing awareness of Mitsubishi Electric’s advanced HVAC portfolio that delivers exceptional power and efficiency.
the approach:
Educate consumers on why Mitsubishi Electric Canada’s FS Series systems elevate the electric heating game. We encouraged people to believe the ‘hype’ that MESCA’s Cold Climate Hyper-Heat Plus technology provides advanced performance, even at -25°C, so consumers can experience the utmost home comfort year-round. We built a custom landing page that featured an AR tool to help people visualize what a new FS unit would look like in their homes, and leveraged social media, targeted search ads, and video to increase consideration and position MESCA as a key player in the HVAC category. To further incentivize consumers, we generated targeted ads to drive awareness of rebate and savings offers available across the country.
the results:
– the campaign reached over 3 million people and the CPM (cost per 1,000 impressions) was extremely efficient, costing 3x lower than the industry benchmark
– video views exceeded the average completion rate by 220%, with almost 1 million completed views
– paid media resulted in over 11 million impressions and 14,000 clicks to the product landing page
