HQ Monthly Advertising Highlights (Oct, 2011)
Corporate Communication Activities
Corporate advertisement series in Japan "NIPPON Technology"
Overview
- Based on Mitsubishi Electric's growth strategies, the series presented our company's policies for becoming a "global, leading green company" through the introduction of ten specific business segments.
- Each advertisement in the series focused on a particular business segment to deepen understanding of the segment, and the series as a whole aimed to provide an overall picture of Mitsubishi Electric and to communicate the strong synergy among the segments.
- Through a tie-up with Asahi Shimbun (advertorial), the series communicates Mitsubishi Electric's policies and technological strengths "objectively," to a wide range of people in society.
- The series was run for ten days in a row, to increase readers' exposure to the advertisements.
- After running the advertisements, the entire series were compiled into a booklet and distributed at the CEATEC exhibition, etc.
Media/Date
- Asahi Shimbun, national morning edition, August 29 (Mon) – September 7 (Wed), 5 rows, color
Corporate advertisement series "NIPPON Technology"
Vol. 1 Space systems
Vol. 2 Power devices
Vol. 3 PV systems
Vol. 4 Transportation systems
Vol. 5 Automotive equipment
Vol. 6 Imaging systems
Vol. 7 FA systems
Vol. 8 Building systems
Vol. 9 Air-conditioning systems
Vol. 10 Energy systems
Four types of corporate advertisements (industrial newspaper advertisements)
Topic and overview of the advertisements
1. Home appliance plastic recycling technology
We introduced Mitsubishi Electric's unique technology that detects harmful substances contained in plastic and removes them by x-ray at high speed. To communicate this process, we used an advertisement that can be seen through the front and back sides of a single newspaper page to provide an intuitive experience of the essential principle of Mitsubishi Electric's technology.
Corporate advertisement "Home appliance plastic recycling technology"
2. Diamond Vision OLED (organic LED)
The scenery of a snow-covered village inside a tunnel was used as the main visual to introduce the features of Mitsubishi Electric's Diamond Vision organic EL displays, which have made it possible to create large-scale displays in any shape, through outside-the-box thinking and through reducing the size of panel units.
Corporate advertisement "Diamond Vision OLED (organic LED)"
3. Noise reduction technology for ventilation fan propellers
The "invisible" noise of ventilation fans was "visualized" as grime on the fan's wings to visually introduce Mitsubishi Electric's noise reduction technology for ventilation fan propellers.
Corporate advertisement "Noise reduction technology for ventilation fan propellers"
4. Steam-less IH rice cooker
The unique concept and technology of Mitsubishi Electric's hit product, the steam-less induction heating rice cooker, which effectively locks in the goodness of rice, was expressed as a "locked room mystery" to capture the readers' interest.
Corporate advertisement "Steam-less IH rice cooker"
Media/Date
- 1.
Nikkan Kogyo Shimbun, September 14 (Wed), 30 rows, color (front & back)
- 2.
Nikkan Kogyo Shimbun, September 15 (Thu), 24 rows, color (12-row, 2-page spread)
- 3.
Fuji Sankei Business i, September 26 (Mon), color (2 pages)
- 4.
Fuji Sankei Business i, September 27 (Tue), color (1 page)
B-to-B Communication Activities
Space business: Radio program tie-up project in Japan
As part of our measures to promote Mitsubishi Electric's space business, which is centered on satellites, and to increase recognition of Mitsubishi Electric as a developer and manufacturer of satellites, we planned and broadcast a radio program on satellites called "Mitsubishi Electric presents Hope from Outer Space," in a tie-up project with Tokyo FM, an FM radio station in the Tokyo metropolitan region.
Broadcast date & time
September 19 (Mon., holiday), 6:00 – 7:55 pm
Program overview
Actor Leo Morimoto navigated the program from the perspective of the MICHIBIKI satellite. The program also included an interview of Mitsubishi Electric (Kamakura Works) employees by talent Tomoe Shinohara, and images from the exchange event held with astronaut Satoshi Furukawa who is currently residing in the International Space Station (ISS). In conjunction with this program, we also produced five new radio commercials.
Special site for the radio program, "Mitsubishi Electric presents Hope from Outer Space"
Participation in 2011 Smart Grid World Forum in Beijing
As a sideline to the 2011 Smart Grid World Forum, an exhibition was held to promote technical exchanges and to showcase technical achievements in the smart grid field. Mitsubishi Electric participated in the exhibition, occupying an area of 90m2, the largest of all exhibitors.
Based on Mitsubishi Electric's exhibit at the Smart Grid Exhibition 2011 held in Japan, the booth presented an overview of our company's smart grid demonstration project for the first time in China, and displayed actual substation equipment and other products that are likely to be key components in China's power sector.
While other companies' booths provided product displays only, our booth featured a stage from which we actively emphasized Mitsubishi Electric's role in the smart grid sector. This performance not only attracted visitors' interest, but also promoted understanding and recognition of Mitsubishi Electric's activities in the sector.
The Energy & Industrial Systems Group undertook the initiative with support from the Corporate Advertising Division in setting up the displays and operating the booth.
- Dates:
- September 28 (Wed) – 29 (Thu)
- Venue:
- China National Convention Center in Beijing, China
- Area:
- 90m2
- Other:
- Other Japanese exhibitors included Hitachi
Mitsubishi Electric's booth at the 2011 Smart Grid World Forum in Beijing
B-to-C Communication Activities
Broadcast of the introduction version of the "Setsuden Assist" (electricity conservation assistance) TV commercial
Under the Japan-centered "Uni & Eco Change!" concept of the Living Environment & Digital Media Equipment Group, we announced the new "Setsuden Assist" (electricity conservation assistance) function on September 1 to respond to the increasing energy-saving trend that is gathering momentum in the wake of the energy situation following Japan's March 2011 earthquake. It is a product category-based strategy that follows the "RakuRaku UD" (universal design for greater ease and comfort) function introduced earlier.
"Setsuden Assist" is an energy-saving function that offers greater energy-saving effects than what conventional system designs and control technologies were able to offer, and differentiates Mitsubishi Electric from its competitors by promoting "fun and continuous energy-saving efforts" instead of "onerous efforts" that place a large burden on home appliance users.
Featuring the two functions' common message—"You can save more electricity, more easily, with Mitsubishi Electric!"—we commenced corporate advertising activities after the formal announcement of the function, to correspond with the private preview meeting held within the Living Environment & Digital Media Equipment Group.
Content of the TV commercial:
By utilizing last year's introduction version of the "RakuRaku UD" TV commercial, we aimed to remind consumers of the "RakuRaku UD" function, and we aimed to expand public recognition of the "Setsuden Assist" function by symbolically displaying its logo. Furthermore, we also emphasized the availability of the function in a wide range of product categories by introducing the energy-saving button and level indicator that are common to all product categories.
Broadcast:
From September 6 (Tue) in programs sponsored by Mitsubishi Electric
Other:
We ran a 15-row(half-page) color advertisement in the Dempa Shimbun newspaper on September 7, the first day of the Osaka private preview meeting. Transportation advertisements linked with in-store events are also being planned in anticipation of the winter shopping season.
Introduction version of the "Setsuden Assist" TV commercial
Commencement of "Smart Denka (smart electrification)" promotion activities
Produce and use electricity wisely—based on this theme, we have launched a "Smart Denka (smart electrification)" campaign this autumn to promote "photovoltaic generation + all-denka (all-electric systems)" as a new style of living. After the March earthquake, there has been a heightened awareness of the need to save electricity and a negative sentiment toward all-denka businesses. We will both respond and counter this public mood by promoting products that will help users save electricity while also ensuring comfort. Special emphasis will be placed on Smart Denka products such as photovoltaic power generation systems, Eco Cute water heaters that utilize energy-saving heat pump technology, and IH cooking heaters equipped with energy-saving functions.
- Period:
- October – December
- Overview:
- The new campaign aims increase public recognition and expand sales of Mitsubishi Electric's Smart Denka products. In addition to broadcasting an announcement commercial during TV programs sponsored by Mitsubishi Electric, the campaign will also see special features run in relevant newspapers and magazines. Furthermore, in regard to IH cooking heaters, which are one of the main items of the Smart Denka campaign, we will begin broadcasting a new commercial for the new product, "Bikkuring IH (surprising IH)," at the end of the October, a technology that has been in development for three years. Coupled with the year-end promotion activities for Eco Cute, PV systems, and other related products, the campaign will promote widespread understanding of Mitsubishi Electric's new Smart Denka concept and contribute to expanding sales.
Smart Denka logo
Smart Denka advertisement
Smart Denka campaign website
Commencement of promotion activities for the "Fujin" and "Raijin" line of vacuum cleaners
Backed by the robust sales of new models of the "Fujin (wind god)" line of cyclone vacuum cleaners released last summer, Mitsubishi Electric released the "Raijin (thunder god)" line of top-quality bag-type vacuum cleaners as Fujin's twin line. Concurrently, we commenced full-scale promotion activities for both lines of vacuum cleaners.
Overview
- As the first stage, we made major changes to the content of the official site. In order to communicate the products' functions and effects to users in a more easily understandable manner, we added many experiment-based videos.
We also launched a PR video (Train Vision video) of Fujin on the new transportation ad media service (Train Net*) that will be offered on JR Yamanote Line trains on a demonstration basis from October 4 to November 2, and will also put up in-car posters and distribute smart phone video content. Targeting the year-end shopping season, a variety of campaign activities will be implemented, with the aim of expanding recognition and sales of both the Fujin cyclone-type and Raijin bag-type vacuum cleaners.
* Train Net is an in-car service that East Japan Railways will be providing to smart phone users. It will use on-board Wi-Fi to deliver information on train operation status and connections, interesting tidbits about areas along the train route, coupons, video contents, etc.
Video introduction page on the official website
Fujin poster for JR Yamanote Line trains
LCD display tie-up event with a JOQR digital radio program
We planned and launched a new promotion activity using a "digital radio channel" that offers broadcasts through the Internet. By sponsoring a game-based program called "A&G Game Master GT-R" on JOQR radio (Nippon Cultural Broadcasting), we specifically targeted PC game users in promoting the high resolution of Mitsubishi Electric LCD displays. Masaya Onosaka, a voice-over actor known to be one of the greatest game lovers in the voice-dubbing world, acted as the main personality of the event along with two other voice-over actresses, and introduced the features of the products in detail.
Additionally, a public recording of the program was performed, and gamers were invited to experience the game themselves in the lobby of the venue where 18 displays were exhibited expressly for that purpose.
Meanwhile on the stage, the program personality and the two voice actresses played against each other on an actual display and shared the excitement with the audience.
- Program:
- JOQR "A&G Game Master
GT-R," Fridays 10-11pm (broadcast live) - Period:
- 1 month from the end of August
- Content:
- Three program commercials and fifty 20-second spot commercials each week
18 displays exhibited in the lobby of the venue for live game experience
Public recording of "Mitsubishi Electric Display presents A&G Game Master GT-R"
Website Activities
Facebook and Twitter coverage of "Space Kids Platform 2011"
On August 30 (Tue.), Mitsubishi Electric sponsored "Space Kids Platform 2011" (sponsored by Young Astronauts–Japan (YAC)), a children's interaction event with astronaut Satoshi Furukawa who is residing long-term in the International Space Station (ISS). We provided live coverage of the event using Facebook and Twitter, two of the largest social media platforms that are attracting ever-increasing numbers of users.
Live coverage was provided from the venues in Tokyo, Nagoya and Sendai, using photos and text. The 26 comments that were posted from the sites attracted a total of 6,223 impressions (a maximum 858 impressions for 1 comment) and received a "Like!" rating as many as 100 times (max. 10 times).
As with Facebook, live coverage was provided using photos and text. A total of 21 Tweets were posted from the sites. They were followed by 30,295 followers (a maximum of 3,481 followers for 1 Tweet), and far surpassed the 1,000 some followers on Facebook. A report of the event was also later posted on the DSPACE site, to widely communicate the successful implementation of the event.
Media Activities
Launching of "Yahoo! Japan Network Behavior Targeting Prime Display" advertisements on the web
Banner advertisement displayed in Yahoo!
