Campaign details
Brand: JP SeriesBrand owner: Mitsubishi ElectricLead agency: MRM Worldwide, McCannContributing agencies: kirameki, Phenomena Thailand, iPlanetCountry: Indonesia, India, Malaysia, Thailand, VietnamIndustries: Home appliancesMedia channels: Online video, Social mediaBudget: 1 - 3 million
Executive summary
This is the story of how a traditional Japanese manufacturer used an emotional approach to bring mass appeal to its brand and exceed its three year target in three months.
Mitsubishi Electric, which provides a wide range of products and services from B2C home appliances to B2B infrastructure development, was...