Imitation is the Sincerest Form of Flattery

If you look back on Reeling in the Years on RTE for the year 2007, you’ll come across the Tracker Mortgage Bus advert. This was a very simple but funny TV ad that is fondly remembered by most Irish people today.

Back in 2007, the majority of the country hadn’t a clue about tracker mortgages unlike today where we’ve become very familiar with this type of loan. The ad was a clever way to educate the public about the services from the Financial Regulator.

Cut to today – and the Irish probably know as much about heat pumps as they did about trackers back in 2007! And that’s why the latest radio ad from Mitsubishi Electric works so well.

The radio ad stirs up a bit of nostalgia for those who remember the original ad – a group that are coincidentally now home-owners with mortgages and hefty energy bills. Certainty a strategic and deliberate approach to reach out to your core target market.

Sometimes the most boring products and services require the most creative executions to achieve cut-through.

This was a smart and really well-written ad that shows the power of good radio.

Heat Pump 
Ticket Inspector: Tickets please.
Passenger #1: I don’t know what a tracker mortgage is
Ticket Inspector: Sir, I’m a ticket inspector – not a banker
V/O: Remember when we didn’t know what a tracker was
Ticket Inspector: Tickets please.
V/O: If we had, we’d have been better off. But now we know everything.
Passenger #1: I don’t know what a heat pump is
V/O:…..or not. Save on your home heating and hot water with a Mitsubishi Electric Ecodan heat pump.
Passenger #2: But I don’t know their phone number
V/O: It’s 1890 326 326
Passenger #2: Oh thanks!
V/O: or visit Mitsubishielectric.ie/heating