The groups annual research data showed that awareness for Mitsubishi Electric was high but upon review, there appeared to have been a halo effect which impacted the research due to the strength of the masterbrand identity and also from the related hero group, Mitsubishi Motors, who typically make larger and more frequent advertising investments

The Mitsubishi Electric brand element were fully integrated into all pan regional broadcasts (original, repeat and marathon weekend airings)

This included high impact elements within creative idents, break bumpers, in-show logos and integration into all promotional trails and all marketing extensions (website with sponsor pages, digital and social clips on facebook and youtube, print layouts and ad-units across the networks digital platforms)

This was supported by premium TV advertising spots

A programmatic buy against the target audience in various media contexts across the region was also instigated to leverage engaging hero clips from the porgrammes' various episodes

As the products are not FMCG items, it is presently not possible to determine the impact of the campaign on sales volumes or revenues.

The objectives of the campaign were to drive awareness and appreciation for the Mitsubishi Electrics Groups green credentials.

The 10 week campaign has delivered unprecedented results to the group with:-

1. Awareness and familiarity up by +83%

2. Perception for the groups green credentials up by +25%

3. Consideration for the group products and services up by +190%

Qualitative video responses from a Singapore mobile panel indicate a strong appreciation for the groups commitment to protecting the environment

The results have now become an internal case study for Mitsubishi electric to evaluate greater adoption for more emotional led creative across more of their business units and channels.