Best Manufacturing Website

Mitsubishi Electric's digital brand presence is a critical channel for their marketing and communications effort. Mitsubishi is challenged with multiple communications issues including lack of category awareness and understanding in a somewhat low involvement category, a highly segmented customer and consumer base with very different needs, and a highly competitive product category. Definition 6 redesigned the website to cater to specific target segments: Professionals (Engineers, Distributors, Architects and contractors) and Homeowners. Mitsubishi Electric and Definition 6 understood that these users were looking for different things. They wanted to be talked to differently and wanted different online experiences. Definition 6 built two sites that each have a completely unique look and feel and provided a CMS tool so that Mitsubishi Electric can manage all content and images on both websites. We also integrated video as part of the consumer segment to provide a richer experience, create more of an emotional connection to the product benefits, educate consumers on the ductless HVAC category and provide the type of content that consumers need to help them in making educated buying decisions. The consumer segment homepage was built in a manner that it can be easily modified through a CMS tool, allowing Mitsubishi Electric to quickly and efficiently switch out the main messaging to support campaign changes and seasonality. The target audience for the consumer site was Homeowners, primarily female, and over 35 years of age.

Contributors:

Account Director:	Blakely Blalock
Account Executive/Project Manager:	Cecilia Barella
Account Coordinator:	Stacie Oden
Development Lead:	Greg Vincent
Creative Director:	Asa Sherrill

DEFINITION 6

Location: USA