The KOUNOTORI2 cargo transporter (HTV2), which successfully docked with the International Space Station (ISS) on January 28, 2011, was equipped with Mitsubishi Electric's spaceship autonomous control technology. The advertisement aimed to communicate this fact to promote understanding of Mitsubishi Electric's technological strength and its contribution to maintaining the lifeline of the ISS, and to strengthen the company's presence.

Overview

• The main visual, an illustration showing the KOUNOTORI2 using autonomous control to approach the ISS afloat above a blue Earth, communicates a direct image of Mitsubishi Electric's space technology.
• The headline, "The KOUNOTORI automated transfer vehicle carries our dream to live in outer space," contains the KOUNOTORI name so that the public can gain a stronger sense of familiarity with Mitsubishi Electric's technology.
• The bottom portion of the advertisement provides an introduction of the autonomous control technology using diagrams, and also displays Mitsubishi Electric's 90th anniversary logo.

Media/Date

• Nikkei Shimbun, national morning edition, February 7 (Monday), 1 page, color

Corporate advertisement "Spaceship autonomous control technology"

As the 15th in the "China Series" of corporate advertisements launched in the People's Republic of China in 2007, we ran an advertisement designed to create a strong impression of the ubiquitous use of power devices in diverse sectors.

Overview

Headline: "節能地鉄  聚能社会"

• Mitsubishi Electric's power devices are incorporated in a large variety of equipment in diverse sectors, from elevators and air conditioners to large-scale electric power systems, and contribute to energy conservation. To show that they are also used in railway facilities, we took the Guangzhou Metro No. 5 Line as an example that Mitsubishi Electric power devices are also used in a wide range of sectors in China.
• This version forms a pair with the previously launched "Guangzhou Metro/VVVF Version" advertisement. By using the same example but changing the perspective, we aimed to strengthen the effect and efficiency of the advertisement.

Media/Date

• 東方航空報 (weekly in-flight magazine published by China Eastern Airlines (MU)) Feb. 28 (Mon.) edition; Mar. 14 (Mon.) edition; back cover, color

Corporate advertisement "China Series": Power devices / Guangzhou Metro version

Cosmic College, an experience-based space workshop for elementary school children

Cosmic College is an experience-based space workshop for elementary school children, sponsored jointly by JAXA and Discovery Japan. This year, it was held in 12 locations throughout Japan.

It is a popular event where children, accompanied by their parents, learn about space satellites, the global environment, and many other general topics related to outer space through lectures that use videos and group experiments. At the workshops held in Hiroshima and Nagoya, Mitsubishi Electric distributed the study booklet "The Secret of Space Satellites" to the participants as a PR initiative, and efficiently aimed to strengthen Mitsubishi Electric's presence as a satellite manufacturer to participants of Cosmic College who have strong interest in outer space.

Mitsubishi Electric participated in the Supermarket Trade Show for the first time, among diverse companies from a wide range of sectors, including the supermarket facilities/equipment industry and the distribution and food industries. Amid various showcases crowding the exhibition floor, Mitsubishi Electric exhibited not only showcases, but also various displays that presented Mitsubishi Electric's security cameras, LCD monitors, and energy conservation solutions and communicated the company's strengths as a comprehensive electronics manufacturer. The Living Environment & Digital Media Equipment Group led the initiative, and the Corporate Advertising Division provided planning and operations support.

Mitsubishi Electric's booth at Supermarket Trade Show 2011

On February 23, the Mitsubishi Electric members' site "Shufure" launched a home video contest called "Air Appliance Grand Prix," as part of its "Mezase Onedalist (Smooth Purchaser)" campaign. The Shufure website widely provides information on Mitsubishi Electric home appliance products with a focus on appliances offered by the Living Environment & Digital Media Equipment Group, and significantly contributes to consumer purchases of Mitsubishi Electric appliances. As of 2/E, the site has 330,000 registered members.

The "Mezase Onedalist" campaign began in March 2009, with the objective of increasing fans of Mitsubishi Electric and communicating new information about Mitsubishi Electric appliances. Unlike conventional strategies for the communication of product information, the campaign places importance on making the purchasing of home appliances an enjoyable experience for the whole family. When purchasing an expensive appliance such as a refrigerator or LED TV, the cost and functions of the appliance are typically discussed among all family members, and not only by the housewife or the main target. However, based on the awareness that main targets seek higher and greater added value, the campaign was designed to support these customers in their "smooth purchase" of their desired item. The campaign has so far not only increased the membership of the Shufure site, but has also contributed to enhancing Mitsubishi Electric's brand image. It was begun when the "smooth purchasing" of home appliances was encouraged through the government's supplementary income payments and the eco-point system, and will end along with the termination of the eco-point system. The Air Appliance Grand Prix is being held as the last program of the campaign before it ends.

The contest uses YouTube(*) for the first time in an advertising campaign by Mitsubishi Electric. After preliminary screening by Mitsubishi Electric, video entries are uploaded to YouTube for public viewing, and the video that is watched by the largest number of people wins. By using YouTube, Mitsubishi Electric aims to spread information by word of mouth among users, increase access to Shufure by a larger number of consumers, and capture the surge in consumption from the rush demand before the eco-point system comes to an end.

* YouTube: Internet video sharing site

Contest period

Video entry:

Feb. 23 (Wed.) – Mar. 23 (Wed.)

Tally period:

Mar. 9 (Wed.) – Apr. 11 (Mon.) 5pm

Air Appliance Grand Prix

http://www.MitsubishiElectric.co.jp/sslenq/shufu/11airkaden/

Shufure

http://www.MitsubishiElectric.co.jp/shufu/

"Mezase Onedalist Air Appliance Grand Prix"

DSPACE, Mitsubishi Electric's science website, provided local coverage of the launching of the KOUNOTORI2 cargo transporter (HTV2) aboard an H-IIB rocket to the International Space Station (ISS) from Tanegashima Space Center on January 22. In February, it posted real-time tweets on its official Twitter account, as well as posted a special feature report of the launch.

The report featured interviews between Kimiyo Hayashi, an acknowledged freelance writer who writes about space topics and who has a regular column in DSPACE, and people such as the former director of the Tanegashima Space Center, the PR manager of the H-IIB rocket at JAXA, and the PR manager of KOUNOTORI2 (HTV2). The report also included numerous photos of observation points in Tanegashima and places of historical interest in Tanegashima, from where firearms were introduced to the rest of Japan, and turned out to be a visually entertaining report with the power to attract the interest of both fans and non-fans of outer space.

Beginning with the first report posted on February 14 to the last report posted on March 1, the four-part report is shown on the DSPACE website.