TMEIC Launches Sales Campaign Collaborating With Spider-Man

2019/05/31 17:55
Kenji Kaneko, Nikkei BP Intelligence Group, CleanTech Labo
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Toshiba Mitsubishi-Electric Industrial Systems Corp (TMEIC), which has the largest share of the market for PV inverters, will launch a campaign to enhance its brand image in collaboration with "Spider-Man: Far From Home" (movie).

The period of the campaign is from June 1 to Aug 31, 2019. TMEIC will show ads featuring "TMEIC Man" (TMEIC's brand ambassador) as a main character on TV and through means of public transportation.

Far From Home, which is the latest movie in the series of Spider-Man, will be released June 28, 2019, in Japan ahead of other countries. TMEIC aims to enhance its brand image prior to the release of the movie by highlighting "sense of responsibility" and "sense of mission," which are the characteristics of both Spider-Man and TMEIC Man, while cheering the latest movie.

Specifically, TMEIC will run a TV ad and publish a poster featuring the company's PV inverter painted with an image of the latest Spider-Man movie (not for sale).

A poster used for the campaign (source: TMEIC)

The sales copy of the campaign is "Great Power, Great Mission," which was created by combining "With Great Power Comes Great Responsibility" (a message appeared in Spider-Man movies) and "Driving Force to Lead Industry/Society in Better Direction" (TMEIC's company policy).

This is the second time that TMEIC has launched a campaign collaborating with a Spider-Man movie, following the previous Spider-Man movie "Homecoming," which was released in August 2017.