A new TV commercial has been produced as Part 2 of the MEQ (Mitsubishi Electric Quality) series of corporate advertisements in Asia. In 30 seconds, it introduces the 10-screen multi DLP display that was installed in Vietnamese Airlines' control room in Hanoi in March 2011 and the City Multi air conditioning system for buildings that was installed in the Pit Building in Singapore, where F1 and other major events are often held. The commercial communicates the message that Mitsubishi Electric's high-quality products and technologies make society and people's lives better.

Stations/Broadcast commencement

• CNN, CNBC, National Geographic (via satellite broadcast in the Asian region), Singapore terrestrial broadcast
• Broadcast from mid-June 2011

New TV commercial for Part 2 of the MEQ series of corporate advertisements in Asia

The Business Planning Office/Energy & Industrial Systems Group, with planning and operational support from the Corporate Advertising Division, participated in an exhibition by companies in the smart grid market, to increase Mitsubishi Electric's presence in the market and promote awareness of its initiatives. The Mitsubishi Electric booth presented an overview of the "Ofuna Smart House" and various aspects of Mitsubishi Electric's smart grid demonstration project. It also exhibited energy-saving products and systems in the residential, factory, building, and public transportation sectors, which make up a smart community, to show that an "energy-independent, energy-saving town" can be achieved through Mitsubishi Electric's demonstration project achievements and energy-saving products and systems in the relevant sectors.

At the same time, to increase awareness of Mitsubishi Electric as a player in the smart grid market, we ran an advertisement in Nikkan Kyogo Shimbun (June 9 edition; distributed at the exhibition during June 15 – 17) and put up a poster in the exhibition hall.

Poster displayed in the exhibition hall

Mitsubishi Electric's booth at Smart Grid Exhibition 2011

This year's exhibition concept was to emphasize Mitsubishi Electric's business stance of delivering "one-stop solutions" in response to digital signage needs, from consultations and contents creation to ASP services and inspection, and various examples were introduced on the main stage. Furthermore, in addition to showing Mitsubishi Electric's strength in social infrastructures such as the Train Vision and Flight Vision, solutions to consumer needs were also exhibited by scene—airport, train, commercial complexes, and stores—with a main emphasis on VISEO SMART, a new product released by the Living Environment & Digital Medial Equipment Group.

Mitsubishi Electric's booth at Digital Signage Japan 2011

In light of the energy situation after the 3/11 earthquake in Japan, we have begun various activities to promote awareness of energy conservation. As part of these activities, we have also launched an electronic appliance renewal campaign as a measure to prevent power shortage during the summertime. For promotion of energy conservation awareness, we created an addition to the "Wise ways of using electricity" campaign that was launched immediately after the earthquake, called "Saving electricity together." It shows how Mitsubishi Electric's home appliances contribute to saving electricity, using our mascots "Uni" and "Eco" to create a friendly effect. The electronic appliance renewal campaign communicates Mitsubishi Electric's message that consumers can help save electricity by replacing their air conditioner, which accounts for roughly half, and their refrigerator, which accounts for one-fourth, of total electricity usage in the home during the summer; and it motivates their purchasing desire. Both campaigns were launched via TV commercials and a dedicated site within Mitsubishi Electric's official Web site that provides detailed information.

With respect to air conditioners, we have created a Mitsubishi Electric advertisement space beneath the daily "electricity forecast" printed in Fuji Sankei Business i, and have featured humorous senryu poems on energy conservation topics for three consecutive months to attract readers' attention.

In addition to the above, we will also encourage energy conservation by replacing the advertisements on our billboards with an advertisement that promotes energy conservation, by distributing an "energy conservation check sheet" to all employees of our Group companies, and through our internal newsletter, "Melco."

Energy conservation promotion campaign Ver. 1: "Wise ways using electricity"

Energy conservation promotion campaign Ver. 2: "Saving electricity together"

"Saving electricity together" Refrigerator & LCD TV version

"Saving electricity together"
Air conditioner version

Common ending

Electric appliance renewal campaign:
Air conditioner version

Electric appliance renewal campaign:
Refrigerator version

Energy conservation promotion site

Electric appliance renewal promotion site

Senryu poems on energy conservation

Billboard promoting energy conservation

Energy conservation check sheet for employees

In response to the possibility of total power shortage during the summer, we will open a new site in Japan that proposes energy conservation through the replacement of conventional lights with LED lights, and thereby aim to promote greater awareness of the Mitsubishi Electric Group's LED light business in the facility lighting sector, and expand sales of LED lights. The site will explain the unique advantage of LED lights in saving electricity while delivering a comfortable lighting environment, and introduce Mitsubishi Electric's wide lineup of products that can be selected in accordance with each customer's usage environment.

Web site banner

Energy conservation measures site (Japanese site)

A regional campaign was launched on June 23 with the aim of increasing public recognition and promoting sales of Mitsubishi Electric's photovoltaic systems. The two-pillared campaign will be held through to August 23. In the "utility cost simulation campaign," which aims to increase public recognition of Mitsubishi Electric's photovoltaic systems, people who participate in the utility cost simulation and answer a questionnaire will have a chance to be one of 100 winners of gift certificates worth 5,000 yen. In the "photovoltaic system purchasing campaign," which aims to expand sales of Mitsubishi Electric's photovoltaic system, the first 500 people to purchase a system will receive a gourmet present. The campaigns were announced via TV commercial broadcast from June 23 to July 3 in Fukuoka, Nagasaki, Miyazaki, Kumamoto, and Okinawa. Also in these regions, a newspaper advertisement was published on June 25, and a newspaper insert was distributed on July 2.

Regional campaign for Mitsubishi Electric's photovoltaic system in Kyushu and Okinawa

Campaign site

Newspaper advertisement

TV commercial