Mitsubishi Electric Corporation announced that Mitsubishi Electric US, Building Solutions website has received a Bronze award in the business-to-business category (BtoB) of the Effie Awards, an international awards program recognising excellence in advertising. Mitsubishi Electric is the only winner of BtoB category this year, and this is believed to be the first time that a Japanese electronics manufacturer has captured Effie Awards in this category.
The Building Solutions website (buildbettertogether.com ) was launched in 2018 to introduce Mitsubishi Electric building solutions and equipment for the US market. As a digital marketing platform, it provides online marketing support in parallel with traditional face-to-face sales activities, using customer purchasing behaviour to help unearth prospective customers and support long-term relationships. Mitsubishi Electric plans to use the website in other global markets besides the United States. The Effie Awards recognise the use of information and communication technology for the ongoing shift to digitally reorganised business-to-business operations. The shift reflects society’s transition from tangible to intangible, such as conveying non-traditional value and intuitive expressions using video or computer graphics. The shift also reflects the global spread of smartphones and marketing activities that seamlessly connect online and offline environments, where smartphones serve as the key interface for communications and online marketing in business-to-business operations. The website introduces solutions and equipment in a virtual building that would be the world’s tallest if it actually existed. Videos present products and technologies while calculators allow users to learn about estimated running costs, energy savings and so on for each product. Clicks on specific products and other information enable the website to compile general information on customer interests.