Mitsubishi Electric Hybrid VRF Campaign.

Campaign Works

Client: Mitsubishi Electric

Project: Educate about the new Hybrid VRF system

The brief: Mitsubishi Electric sought to introduce its new Hybrid VRF system, which uses water rather than refrigerant in occupied spaces, to an industry resistant to change. The goal was to educate installers and specifiers about the benefits and ease of installation while overcoming scepticism about using water in air conditioning systems.

The audience: The campaign targeted air-conditioning installers, specifiers, and contractors — a highly knowledgeable audience familiar with Mitsubishi’s existing VRF systems but resistant to adopting new technology involving water.

The solution: CampaignWorks developed a bold creative approach with the strapline “Don’t be afraid of the water.” A striking image of a hoverboard was chosen. Giving the adverts real standout. You wouldn’t be afraid of this new water experience while on holiday, so why be afraid of the new Hybrid VRF form Mitsubishi Electric? Once you’ve mastered it – you’ll be flying! An incentive was added, offering a hoverboard experience to increase engagement. The campaign was rolled out through trade press advertising and an email campaign, reinforcing the message that the Hybrid VRF system was easy to install, required no leak detection, and met future environmental standards.

The result:

The campaign gained significant industry attention. Within two years, Hybrid VRF became the marketleading solution for occupied spaces, driving increased adoption and shifting industry perception toward water-based air conditioning.

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