Mitsubishi Electric HK redefines the definition of 'home' with new campaign

Mitsubishi Electric Hong Kong (MEHK) has strengthened its brand proposition “elevating comfort for every household” with a citywide integrated campaign. 

Done in collaboration with local creative agency frengers communications, the campaign digs deep into the local insight about Hong Kong families.  

In view of the emerging compositions of Hong Kong households, the overarching and year-round creative campaign “為你家持 所有家的定義” aims to resonate with all Hongkongers with their own definitions of home. 

The campaign also comes in line with MEHK’s motto of providing a better living environment to customers. The campaign also advocates a modern way of living that embraces changes and continues supporting every “home” functionally and emotionally to live well. 

Despite the composition of “Home” being much more diverse than before, the campaign aims to spread the message that the meaning of “Home” remains unchanged – a conformable place that allows one to be oneself freely. 

Available from mid-March, the campaign kicked off with a 60-second thematic video, a 30-second dehumidifier product video and key visuals across different media online and offline to raise awareness on “Embracing every home and empowering all comforts of Homes”.  

Moreover, the extended promotion is amplified through multiple media channels including SOGOTV, MTR concourse digital motion domination, MTR digital totem and concourse 12-sheet in April.

Jason Yu, group creative director of frengers communications, said: “As an experienced world-leading electric group from Japan, MEHK have built a professional and reliable image in Hong Kong."

"Its key to success lies in the deep understanding of Hong Kong households. In recent years, the ways of living of Hongkongers have changed drastically – co-living, pets-oriented, family without children. We want to catch up with all these emerging trends & be more inclusive beyond the traditional definition of home," Yu added.

“What makes a Home Home? The first question arose at the beginning of our ideation. The answer could vary in different territories. So as a local creative agency that always puts insight first, we are glad to work with MEHK, who seek not just gimmicky executions, but authentic HK stories to resonate with target audiences, of course in an aesthetic way. The overarching idea will extend to cover the full range of products with a set of assets that run through the whole year. More to come, stay tuned!” said Joe Ng, creative partner of frengers communications. 

MARKETING-INTERACTIVE has reached out to frengers for more information. 

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