We successfully launched products to both B2B and B2C
THE BRIEFING
Mitsubishi Electric, world leader in the manufacture of air conditioning equipment, launched the MSZ-LN, the highest level series of its entire domestic range, a product that combines the most advanced technological features with a meticulous design and high-quality finishes.
The brand entrusted La Bendita with the creation and implementation of a launch strategy that would reinforce Mitsubishi Electric’s leadership position and achieve an increase in sales, impacting new audiences since, in addition to the distribution channel itself, this new series had to reach professionals in the decoration and interior design sector -as opinion leaders-, as well as the end consumer.
THE IDEA
A launch strategy was created on the basis of a memorable and differentiating communication concept: #AirTrending.
The message was chosen depending on the different audiences (channel, opinion leader or end user), adapting it to both online and offline media. A cross media strategy that included direct marketing actions, advertising inserts, creation of a website, actions on social media and with influencers and, as the finishing touch, its presence with its own space at an ideal event given our objectives, Casa Decor in Madrid, a unique building that accommodates dozens of spaces decorated by the most prominent interior designers of today.
THE RESULTS
The launch of the MSZ-LN series was a resounding success in terms of sales, surpassing the established goals for both sales, brand awareness and penetration of new consumers.
