LN & GS Series Air-Conditioner 2021

Mitsubishi Electric

Mistubishi Electric commissioned DASH to develop a campaign for the launch of their LN and GS series of split air conditioners. They first released their split air conditioner in 1967, based on the philosophy of the perpetual cool breeze of the Kirigamine mountain enjoyed by visitors staying in exotic villas here. In the new campaign, Mitsubishi sought to communicate the legacy of their product through the LN and GS Series. DASH was tasked with expressing the Kiragamine philosophy through compelling visuals and words to attract customers and as a source of differentiation from competitors.


sector

consumer electronics


work

creative direction   /   art direction   /   key visual   /   headline creative   /   out-of-home advertisement design   /   print design   /   point-of-sale material design   /   online advertisement design   /    video editing   /  vo recording   /   photography   /   copywriting

Mitsubishi Electric

LN & GS Series Air-Conditioner 2021

Mistubishi Electric commissioned DASH to develop a campaign for the launch of their LN and GS series of split air conditioners. They first released their split air conditioner in 1967, based on the philosophy of the perpetual cool breeze of the Kirigamine mountain enjoyed by visitors staying in exotic villas here. In the new campaign, Mitsubishi sought to communicate the legacy of their product through the LN and GS Series. DASH was tasked with expressing the Kiragamine philosophy through compelling visuals and words to attract customers and as a source of differentiation from competitors.


sector

consumer electronics


work

creative direction   /   art direction   /   key visual   /   headline creative   /   out-of-home advertisement design   /   print design   /   point-of-sale material design   /   online advertisement design   /    video editing   /  vo recording   /   photography   /   copywriting

Mitsubishi Electric | LN &GS series air-conditioner | key visual design

CONCEPT.

The air conditioner has become a common facet of urban homes. It defines how comfortable people feel in a place they can call their own. With new air conditioner designs entering the market, consumers have more choices in design and performance so they can better create an interior environment suited to their needs and budget.

The LN Series’ premium price displays the quality and experience associated with the air conditioner. It is not your regular AC but a luxury purchase for homeowners who value beauty as much as performance. Accordingly, the LN Series was depicted through the Chinese words for ‘beautiful and exquisite’.
The visuals were consistent with the idea of LN series being an elegant addition to homes and Mitsubishi Electric‘s promise that the airconditioner would ‘seamlessly harmonize with any interior’. The visuals showed the LN Series in black fitting in with the chic and luxurious black and white decor of a home.

The unique selling propositions of the GS series are its size and simplicity for small homes. The DASH team chose ‘abode’ as the campaign theme and chose appropriate visuals to convey feelings of relaxation, lightness and leisure of the consumer’s home – their personal abode.

The visuals depict the bright living room of a home cooled by the GS series on a warm morning. The small living room reinforces the compact size of the air conditioner. The cosy and earthy vibe of the room is a perfect foil to the understated look of this series.

The visuals featuring both the LN and GS series highlighted ‘beauty’ and ‘abode’ respectively through the chosen Chinese characters. They were placed next to one another so that consumers could easily grasp the distinguishing quality of each.

Mitsubishi Electric | LN series air-conditioner | posm design
Mitsubishi Electric | LN &GS series air-conditioner | posm design
Mitsubishi Electric | GS series air-conditioner | posm design

EXECUTION.

Apart from art and creative direction, the DASH team delivered the following campaign materials in total:

  • Key visuals
  • Point-of-sale materials for in-store promotions
  • Brochure for GS series
  • Leaflet for both series
  • Different templates (print-only, video-only, a mix of print and video) for a wide variety of outdoor branding for different environments
  • Online banners in different sizes for Google Display Network
Mitsubishi Electric | LN series air-conditioner | key visual design
Mitsubishi Electric | LN series air-conditioner | posm design
Mitsubishi Electric | GS series air-conditioner | key visual design
Mitsubishi Electric | GS series air-conditioner | ooh advertising design
Mitsubishi Electric | GS series air-conditioner | ooh advertising design

IMPACT.

The campaign was successful in gaining consumers’ attention and persuading them to learn more about the new air conditioners from the famous brand. Mitsubishi Electric received many inquiries from customers after viewing the advertisements. We are thrilled to satisfy our client on our first project with them and deliver the results they were hoping for.

Mitsubishi Electric | GS series air-conditioner | online advertisements design
Mitsubishi Electric | GS series air-conditioner | print design
Mitsubishi Electric | LN &GS series air-conditioner | key visual design

CONCEPT.

The air conditioner has become a common facet of urban homes. It defines how comfortable people feel in a place they can call their own. With new air conditioner designs entering the market, consumers have more choices in design and performance so they can better create an interior environment suited to their needs and budget.

The LN Series’ premium price displays the quality and experience associated with the air conditioner. It is not your regular AC but a luxury purchase for homeowners who value beauty as much as performance. Accordingly, the LN Series was depicted through the Chinese words for ‘beautiful and exquisite’.
The visuals were consistent with the idea of LN series being an elegant addition to homes and Mitsubishi Electric‘s promise that the air conditioner would ‘seamlessly harmonize with any interior. The visuals showed the LN Series in black fitting in with the chic and luxurious black and white decor of a home.

The unique selling propositions of the GS series are its size and simplicity for small homes. The DASH team chose ‘abode’ as the campaign theme and chose appropriate visuals to convey feelings of relaxation, lightness, and leisure of the consumer’s home – their personal abode.

The visuals depict the bright living room of a home cooled by the GS series on a warm morning. The small living room reinforces the compact size of the air conditioner. The cozy and earthy vibe of the room is a perfect foil to the understated look of this series.

The visuals featuring both the LN and GS series highlighted ‘beauty’ and ‘abode’ respectively through the chosen Chinese characters. They were placed next to one another so that consumers could easily grasp the distinguishing quality of each.

Mitsubishi Electric | LN series air-conditioner | posm design
Mitsubishi Electric | GS series air-conditioner | posm design
Mitsubishi Electric | LN &GS series air-conditioner | posm design

EXECUTION.

Apart from art and creative direction, the DASH team delivered the following campaign materials in total:

  • Key visuals
  • Point-of-sale materials for in-store promotions
  • Brochure for GS series
  • Leaflet for both series
  • Different templates (print-only, video-only, a mix of print and video) for a wide variety of outdoor branding for different environments
  • Online banners in different sizes for Google Display Network
Mitsubishi Electric | LN series air-conditioner | photography
Mitsubishi Electric | LN series air-conditioner | key visual design
Mitsubishi Electric | LN series air-conditioner | posm design
Mitsubishi Electric | GS series air-conditioner | photography
Mitsubishi Electric | GS series air-conditioner | key visual design
Mitsubishi Electric | GS series air-conditioner | ooh advertising design
Mitsubishi Electric | GS series air-conditioner | ooh advertising design

IMPACT.

The campaign was successful in gaining consumers’ attention and persuading them to learn more about the new air conditioners from the famous brand. Mitsubishi Electric received many inquiries from customers after viewing the advertisements. We are thrilled to satisfy our client on our first project with them and deliver the results they were hoping for.

Mitsubishi Electric | GS series air-conditioner | print design
Mitsubishi Electric | GS series air-conditioner | online advertisements design