Mitsubishi Electronic UK: Telling the broader story
Mitsubishi Electric UK, Living Environmental Systems (LES) is the leading manufacturer of products and services that heat, cool and ventilate commercial and residential buildings. A powerful and respected brand, its marketing and PR communications traditionally focused on product awareness. Mitsubishi Electric challenged Brands2Life to broaden its voice and thought leadership position and help demonstrate its deep understanding of the challenges and issues effecting its core audiences of building specifiers, contractors, and installers in the UK.
Working closely with the LES marketing team, Brands2Life implemented a strategy to recalibrate the press office function and create an improved balance of product, customer and thought leadership content. Together, we developed a new corporate narrative for the Senior Leadership Team, reinvigorated the ‘voice of the customer’ case study programme and added a new issues-led dynamic to priority product launches. We’ve helped build out thought leadership perspectives and opinions to demonstrate its understanding on issues such as zero-carbon building design, F-Gas regulation and innovation, sustainability best-practice for heating and cooling as well as fuel poverty and the progressive shift from fossil fuels to air source heat pump technology in the UK.
The campaign has raised the company’s profile as a thought leader in the industry as well as shine a light on its commitment to continual innovation – helping create a positive environment for sales. Our activity has secured more than 150 items of coverage in core target media to-date, 50+ key journalist attendees to product launch events and innovation tours, delivered 100+ case studies and pieces of thought leadership content and continues support and deliver real impact for the business.