Redefining the Category by Changing the Conversation

Challenge

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. They needed to accelerate their brand and focus on what consumers really want. 

Insights

Homeowners don’t buy technology. They  buy comfort. They don’t seek out ductless cooling and heating systems; they look for solutions that address their personal comfort need. Having total control over the temperature in each area of the home is a feel-good way to convey that Mitsubishi’s products are attune to the trend of personalization in every facet of life. 

Strategy

While the technology message resonates with early adopters, average homeowners are tuning out. Our purpose is to redefine the category to our client’s advantage. Brunner helps Mitsubishi Electric redefine the category by changing the conversation from “ducted” and “ductless” to zoned comfort. We focus on a key tech-driven, comfort-seeking segment of 34 million homeowners, and let them know they can control their own comfort down to room level. 

Results

• Drive 100,000 leads during prime cooling season 
• Produce a 5X reduction in cost per lead