As the 16th in the "in China" series of corporate advertisements launched in the People's Republic of China, we ran an advertisement on the "Trolley NAVI," which is used in air conditioner production lines in China.

Overview

Headline: "技術創新 品質飛躍"

• This advertisement, draws attention to the fact that Shanghai Mitsubishi Electric and Shangling Air-Conditioner and Electric Appliance Company Ltd. (SAEC) uses the Trolley NAVI visible work instruction system in its air-conditioner production line to realize high-quality, high-precision production. The production line shown in the photo ensures the efficient delivery of high-quality products by using Trolley NAVI to manage the entire production, including the order of work processes, screws and tools, and procedures.

Media/Date

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As an advertisement strictly targeting the Chinese market, it was run in the following media.

• 財経 (economic magazine); March 28 edition; 1 page
• 東方航空報 (weekly in-flight magazine published by China Eastern Airlines); April 18, May 9 and July 25 editions; back cover; color

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The advertisement in the March 28 edition of 財経 also included an announcement of Mitsubishi Electric's participation in the China Air-Conditioning Fair that was held in China on April 7.

Corporate advertisement "In China" Series: Trolley NAVI version

Corporate advertisement in India: Advertisement series for Kingfisher Airlines' in-flight magazine

To increase awareness of Mitsubishi Electric's presence in India, we launched a series of advertisements on the back cover of Hi! BLITZ, a monthly in-flight magazine published by India's Kingfisher Airlines, starting February 2011.

Kingfisher Airlines serves 70 cities in India, and is utilized mainly by businesspersons who frequently fly between domestic destinations. Its in-flight magazine Hi! BLITZ uses famous Indian actresses on the cover, and reads like a high-end fashion magazine. To match the style of the magazine, we produced an eye-catching advertisement featuring a female model, with the catchphrase "Cool ME better" for the air-conditioner version and "Control ME better" for the FA version. The play on the word ME is intended to create a strong impression of Mitsubishi Electric.

The Mitsubishi Electric name is not well known in India, so we narrowed our focus to promoting our name and to introducing the business lines pursued by our distributors in India.

New TV commercial for the MEQ series of corporate advertisements in Asia

A new TV commercial has been produced for the MEQ (Mitsubishi Electric Quality) series of corporate advertisements in Asia, and will be launched via satellite broadcast in the Asian region and via terrestrial broadcast in Singapore. The MEQ series has continued since 2006, and has consisted of newspaper advertisements and TV commercials that introduce examples of Mitsubishi Electric products used in Asia. The new commercial focuses on the 10-screen multi DLP display installed in Vietnamese Airlines' control room in Hanoi and a photovoltaic system introduced to an unelectrified village on Belitung Island, Indonesia, to communicate the message that Mitsubishi Electric's high-quality products and technologies make society and people's lives better.

Eco Changes-related activities widely communicate the Mitsubishi Electric Group's environmental management principles and initiatives as a Group-wide message, and aim to further accelerate environmental management. The official site of these Eco Changes activities in Japan has undergone a complete renewal. Mitsubishi Electric's aims and spirit that are embodied in the word "Eco Changes," as well as specific activities are introduced divided into two themes—low-carbon society and recycling-based society—using illustrations to promote familiarity and facilitate understanding by the general public. In the Future, the site will increase the depth of information about Eco Changes in products.

The completely renewed Japanese Eco Changes site

Top page of the Eco Changes site

Explanation of the Eco Changes concept

Introduction of activities using a diorama-like illustration

Initiatives for biodiversity

Abundant links to sites related to the environment

Virtual recycling tour

The cross-cutting business information site for corporate customers in Japan has undergone a renewal, to better cater to the web utilization needs of B-to-B customers. In particular, a variety of new functions have been incorporated, which more efficiently navigate users to the page of the product they seek. More improvements will follow to provide solution-based search functions, such as from place of utilization and specific issues. By strengthening marketing functions across all business groups, the site aims to generate a synergistic effect in combination with the sites of individual business groups and products.

The completely renewed business information site (Japanese site)

Top page of the previous site

Top page of the renewed site

Search functionality has been strengthened to include searches within the site, searches according to the Japanese alphabet, and solution-based searches

Pages have also been created for each branch office

Security Show is the largest comprehensive security exhibition held in Japan. With the ultimate goal of promoting awareness of our DIGUARD total security solution in Japan, and strengthening consideration by customers, Mitsubishi Electric aimed to come within the top three brands in the industry in terms of customer recognition, and to cultivate and gain new customers by exhibiting the latest security products that promise social safety, security, and development. This initiative was implemented by the Total Security Systems Dept. in the Building Systems Group, and the Corporate Advertising Division.

Mitsubishi Electric's booth at Security Show 2011

Retail Tech Japan is an exhibition that introduces the latest POS systems for the logistics and retail industries. The Living Environment & Digital Medial Equipment Group exhibited the new VISEO SMART digital signage LCD display, which was just announced on March 7. Created in the image of a store, the Mitsubishi Electric booth provided demonstrations using various contents and aimed to cultivate new business opportunities. This project was implemented by the Digital Media Equipment Div. in the Living Environment & Digital Medial Equipment Group, with planning and operational support from the Corporate Advertising Division.

Mitsubishi Electric's booth at the International Smart Grid Expo

International Smart Grid Expo is the largest international show for smart grid technologies held in Japan. Mitsubishi Electric participated in the expo with the aim of increasing the company's presence and promoting its technological capabilities in the smart grid sector, and exhibited Mitsubishi Electric smart grid products and technologies that widely benefit power generation and distribution systems and electricity users. This initiative was implemented by the Business Planning Office in the Corporate Marketing Group and the Corporate Advertising Division.

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The number of visitors is the combined number of visitors to the International Smart Grid Expo and other concurrent expos held in "New Energy Week."

Mitsubishi Electric participated in PV Expo 2010, Japan's largest international trade fair for the photovoltaic power generation industry, featuring parts, materials, devices, and cells that are needed in the research, development and production of photovoltaic modules. The main concept of Mitsubishi Electric's exhibition focused on initiatives for high-efficiency PV modules. For the residential sector, emphasis was placed on introducing the advantages of Mitsubishi Electric's photovoltaic systems, including total increases in power generation, 20-year paid support, and original construction methods, under the keyword, "plentiful and long-lasting are the two keys to reaping an advantage." For domestic industries and overseas sectors, emphasis was placed on introducing various case examples of high-efficiency PV modules and PV inverters with high power conversion efficiency.

Mitsubishi Electric's booth at PV Expo 2011

Design guidelines have been issued for Mitsubishi Electric's mobile phone* websites in Japan. Mobile phone websites are governed by many factors unique to mobile phone units, such as carrier-specific specifications, screen size, and usage status. The guidelines take these characteristics and market trends into consideration and define layout, content expression rules, and html coding rules to produce an official mobile site that is compatible with its counterpart PC site.

The Mitsubishi Electric official mobile site** in Japan is currently under revision in accordance with these guidelines. When creating a mobile phone site, be sure to download and refer to the newest version of the guidelines from the Web Administration Office. Design guidelines, including those for PC sites, can be downloaded in PDF format from the HQ Intranet, from the *** page of the Web Committee under the Corporate Advertising Division.

NOTE: Can only be accessed form within Japan

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Mobile phone: Refers to conventional mobile phone units, and does not include iPhone, Android and other smart phones.

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Mitsubishi Electric official mobile site (Japanese only): http://www.MitsubishiElectric.co.jp/m/index.html
(accessible from NTTdocomo, AU, and Softbank)

***

Web Administration Office: http://www-t2.web.melco.co.jp/committee/

Design guidelines

Mitsubishi Electric official mobile site (Japan)

http://www.mitsubishielectric.co.jp/m/index.html