Think I.T. Cooling, Think Mitsubishi Electric
January 6, 2020
Mitsubishi Electric wanted to grow their market share in a new area – DX computer room air conditioning systems. Already an established player in the air conditioning industry, the challenge was to launch their new dedicated I.T. Cooling products to a target audience who were unaware of the company’s capabilities within the specialist I.T. Cooling market.
To generate awareness and interest, we planned and implemented a highly targeted integrated campaign phased over five months. A unique campaign theme and identity, ‘Think I.T. Cooling’, amplified messaging and ensured all channels worked in synergy. Specific benefit-led messages were tailored to each target audience segment to increase impact.
Communications across email, DM, print, social media and display ads drove leads to a dedicated campaign microsite, where visitors could input their data to download and request information and sign up to a webinar. All channels were measured throughout the campaign period and tactics were refined at each phase, providing the platform for further enhancement for future campaigns.
To ensure Mitsubishi Electric’s sales team was fully engaged with the campaign, the campaign also included a range of sales support tools for the team to use. Monthly update emails generated awareness of campaign activity and linked through to an expanding range of sales collateral available to download, including infographics and videos to share with customers, and internal sales scenario training videos focusing on key sales messages.
The campaign delivered increased traffic to the I.T. Cooling microsite and email click through and open rates that were well above the industry average.