BEST PRACTICES

In 2017, Mitsubishi Electric launched the MS-FM series air conditioners in Vietnam, featuring advanced capabilities such as energy efficiency, quiet operation, and eco-friendliness. Amid fierce competition from major players like Daikin, Panasonic, LG, and Samsung, Mitsubishi Electric needed to differentiate itself and highlight the superior value of its premium products.

• Design of the green pig mascot, Mít Xù
• Public Relations (PR) – Search Engine Marketing (SEM) – Google Display Networks (GDNs)
• Social Media & Digital Advertisements

To communicate the product’s benefits in an accessible and relatable way, GP developed the character Mít Xù, a green pig mascot symbolizing friendliness and sustainability. Mít Xù became the campaign’s face, creatively illustrating key product features such as health protection, energy savings, and environmental care.

• PR and SEM Campaigns:
  GP published PR articles across major media platforms and optimized search engine rankings through SEO/SEM to increase website traffic.
• Social & Digital PR:
  Animated videos featuring Mít Xù were shared on Mitsubishi’s YouTube and Facebook channels, complemented by Google Display Network (GDN) ads to enhance visibility and engagement.
• Influencer Outreach:
  GP collaborated with influencers to introduce the product to potential customers through engaging product reviews and experience-sharing posts.
• Creative Content and Design:
  GP produced eight animated videos, 73 Facebook posts, and critical visual assets to ensure consistent messaging across all platforms.

• 15 PR articles and ten website posts were published.
• 573,905 website views with 172,918 visitors (77.2% new users).
• 8 animated videos uploaded on YouTube and three posts on major fan pages.
• Mít Xù became a beloved brand ambassador, enhancing brand recognition for Mitsubishi Electric.

The campaign strengthened Mitsubishi Electric’s reputation as a pioneer in environmentally friendly and high-quality technology, establishing a solid foundation for sustained growth in the air conditioner market.

• The Power of a Mascot: Mít Xù effectively communicated complex product benefits through engaging and relatable storytelling.
• Multi-channel Integration: Combining PR, SEM, and social media broadened the campaign’s reach and ensured consistent messaging.
• Influencer Outreach: Collaborating with influencers significantly boosted product credibility and attracted the right target customers.