After decades of double-digit share gains, Mitsubishi Electric had reached a point of slowing growth. The entire residential heating and cooling sector claimed their products perform in a revolutionary way.
But while the technology message resonated with early adopters, average homeowners were tuning out. Our purpose was to redefine the category to our client’s advantage.
Homeowners don’t want tech. They want comfort. They don’t seek out ductless cooling and heating systems; they look for solutions that address their personal comfort need.
We helped Mitsubishi Electric redefine the category by changing the conversation from “ducted” and “ductless” to zoned comfort.
We let homeowners know they could control their own comfort.
Early metrics prove our approach is working.