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Campaign Drives 100,000 Leads During Prime Time

Redefining the Category by Changing the Conversation

BACKGROUND

After decades of double-digit share gains, Mitsubishi Electric had reached a point of slowing growth. Our purpose was to redefine the category to their advantage.

INSIGHT

People don't buy technology, they buy comfort. Having total control over the temperature in each area of the home would connect with consumers' desire for personalization in every facet of their lives-including their "comfort zones."

STRATEGY

Brunner helped Mitsubishi Electric redefine the category by changing the conversation from "ducted" and "ductless" to Shades of Comfort.

Results

  • Drove 100,000 leads during prime cooling season
  • Produced a 5x reduction in cost per lead

THE WORK

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DREAM BIG


WORK HERE
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