With the ultimate goal of increasing public recognition and purchasing motivations of Mitsubishi Electric's DIGUARD brand of security solutions, we specifically aimed to place DIGUARD into the top three most popular solutions in the industry and to cultivate and capture new customers by displaying the latest DIGUARD security products based on the theme of "Security + Convenience." The Information Systems & Network Service Group undertook the event with the support of the Corporate Advertising Division.

Mitsubishi Electric's booth at ITpro EXPO 2011

Energy-saving sentiment ran high in Japan this summer, resulting in a renewed awareness of fans. Now, Mitsubishi Electric has brought together the overwhelming energy-saving performance of the fan and the comfort of the air conditioner in the new "Hybrid Kirigamine," the industry's first hybrid air conditioner. To coincide with its release, we produced a TV commercial as the first stage of its advertising campaign. The commercial first provides a comical comparison of energy consumption between an air conditioner and fan by showing Ai Miyazato pedaling a power generating bicycle. Then, it explains how the hybrid system adopts the advantages of both the air conditioner and fan and saves energy by switching between the air cooling/heating and fanning functions. Through this two-part structure, the commercial effectively communicates the Hybrid Kirigamine's ability to save energy while providing comfort.

Broadcast: From November 5 (Sat.) in programs sponsored by Mitsubishi Electric

"Hybrid Kirigamine" TV commercial

This summer, an "energy-saving forecast" was begun in response to a government call to conserve electricity. Under the energy-saving forecast column in the July to September issues of Fuji Sankei Business i, we created a small advertisement space for the Kirigamine Move-eye air conditioner and ran a different advertisement every day for three months. This series of small advertisements won the Gold Prize in the Small Advertisement Category of the Business Advertisement Awards (sponsored by Fuji Sankei Business i). It was recognized for its use of the space under the energy-saving forecast column that was a special feature this summer, and for the originality of running different advertisements in all 76 issues in the three-month period.

Content

• July: Senryu poems on energy conservation Various episodes of energy-saving challenges and failures were comically expressed by senryu poems.

Senryu poem advertisements in the July issues of Fuji Sankei Business i (samples)

• August: Expressions of energy conservation using kanji characters The energy conservation situation was expressed through original variations of kanji characters.

Energy conservation kanji advertisements in the August issues of Fuji Sankei Business i (samples)

• September: Energy conservation dictionary Funny made-up terms related to energy conservation were introduced in the form of a dictionary.

Energy conservation dictionary advertisements in the September issues of Fuji Sankei Business i (samples)

Mitsubishi Electric's Corporate Information site has always provided a function called "Site print & e-BOOK" to respond to users' printing needs, but two new functions, the "Folder edit function" and "Smartphone (iPhone/iPad) application," have now been added to the site. The site print function has also been newly added to the Investor Relations site.

Site print screen on a Smartphone