METUS Turned Data-Driven Media into Measurable Growth
HVAC isn’t a category people think about until they need it. A push/pull strategy built that brand and the business simultaneously and delivered from month one.
-
30%
Increased call and lead volumes in the first three months
-
10%
Increase in ranked keywords
At a Glance
- Client
- Mitsubishi Electric Trane US (METUS)
- Product
- Ductless & Ducted HVAC Solutions
- Audiences
- Contractors & Consumers
- Channels
- TV
Overview
Two problems. One strategy. The push/pull approach didn’t just move the needed. It moved it in ways we could actually measure.
Mitsubishi Electric Trane US had a real problem — two of them, actually. Brand awareness was low. And lead generation was essentially unmeasurable. For a company selling heating and cooling solutions across wildly different climates and geographies, that combination made growth harder than it needed to be.
The strategy had to do double duty.
Build the brand by introducing consumers to the idea of zoned comfort — a smarter, more personalized way to think about heating and cooling. Then build the business with regionally targeted campaigns and a contractor-facing app that made the sales process easier at the point of decision.
The Goal
METUS came to Brunner with a clear ambition — grow the brand and the business at the same time. That meant getting consumers to understand and want zoned comfort, while giving contractors the tools and support to close more sales. All of it measurable. All of it accountable to real results.
-
Brand Awareness
Introduce consumer to METUS and the concept of zoned comfort
-
Lead Generation
Build a measurable pipeline across both consumer and contractor audiences
-
Regional Relevance
Tailor the strategy to geographic and weather-related influences
The Challenge
The strategy had to account for more than just two audiences. METUS operates across regions where climate, geography, and seasonal weather patterns directly influence when and why someone considers a heating or cooling upgrade. A one-size-fits-all media approach wouldn’t cut it.
At the same time, the creative had to introduce an unfamiliar concept — zoned comfort — in a way that felt relevant and worth acting on.
The Solution
We developed a brand and business building strategy built around a single, powerful idea — zoned comfort. Breakthrough TV creative introduced consumers to a smarter way to think about heating and cooling, while regionally targeted campaigns made sure the message landed in the right market at the right time of year.
-
Zoned Comfort
Breakthrough creative platform giving consumer a new way to think about HVAC
-
Regional Targeting
Campaigns tailored to geographic and weather-related influences to maximize relevance and timing
The business side got its own dedicated support. A contractor-facing app gave METUS’s sales team a tool to guide customers through the decision at the most critical moment — the point of sale.
-
Contractor App
Purpose-built sales tool that extended the strategy to the point of decision
The Proof
-
30%
Increased call and lead volume in the first three months
-
10%
Increase in ranked keywords
-
6 Years
YoY lead generation growth
The data-driven approach delivered from the start. In the first three months alone, call and lead volume climbed 30%. And the results kept compounding — six years of year-over-year lead generation that proved the strategy wasn’t a one-time win.
We love working with the team… we see you as an extension of our team. We trust your opinions and rely on your help to service our internal customers.
Michelle Rob
Sr. Director of Marketing
