Misjoebisji? Or Mistubieshi?
Wait, is it Misjoebisji? Or Mistubieshi? Few people get the pronunciation or spelling of Mitsubishi Electric right the first time. The powerhouse behind heat pumps, air conditioning, and ventilation systems needed a creative nudge to make their brand name stick in people's minds. Challenge accepted!
This is how we did it
We leaned into the common mispronunciations with a playful awareness campaign. Through captivating visuals and a catchy radio spot, we introduced Mitsubishi Electric in a memorable way. The radio spot was broadcast on Joe, Dab+ stations, Studio Brussels, Radio 2, La Première and Classic21.
Standing out online
On Facebook and Instagram, we unpacked creative content tied to the campaign. Using animated videos and carousel posts, we taught our target audience the correct spelling and pronunciation of the brand. Combined with the message, "Our name isn't easy, but choosing our heat pumps is," we grabbed the attention of potential customers and introduced the world to Mitsubishi Electric!
In the real world
Our campaign didn't just live online. Across the nation, billboards and urban displays proudly carried our message. Newspapers such as De Standaard, Het Nieuwsblad and La Libre also dedicated a page to our campaign image.
