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Stop counting reach and impressions. Start counting leads and installers.
Toshiba Clima (T-Air Solutions) wanted to rethink its digital communication, stuck for five years on a model built of vanity metrics. The objective was not a restyling: it was a change of paradigm, from “how many see us” to “how much value we generate” — leads, sales, new installers. On two tracks at once: lifting the brand into premium (the Haori air conditioner as an object of design) and qualifying the B2B installer network. All under a new claim: “Be More Air”.
WHO TOSHIBA CLIMA IS
Who Toshiba Clima is.
Toshiba Clima — T-Air Solutions — is a reference player in air conditioning, with iconic products like the Haori air conditioner, and a range running from Curve to Daiseikai. A company that speaks to two worlds at once: the end consumer, looking for comfort and design, and the professional — the installer — who is the sector’s real commercial engine.
The starting point was a communication model five years in place that had to be moved past: too much scattered information, too much attention to metrics that look good but do not move the business.
THE CHALLENGE
Two audiences, two languages, one reputation.
The challenge worked on two critical tracks. On the B2C front: lifting brand perception, positioning a product like Haori not as an appliance, but as a piece of design. On the B2B front: reaching and qualifying the installer network, turning the social channels from shop windows into lead acquisition assets, getting past the scatter and creating consistency across the different product segments.
And above all, a technical challenge that is often underrated: a visual identity that is genuinely consistent and scalable — from the small magnetic cloth for display stands to a 5-meter wall in landscape format — without losing quality. Making those speeds live together without flattening them was the real work.
THE NEW IDENTITY PATH
“Be More Air”: from the product to the feeling.
The heart of the new identity path is in the claim “Be More Air”. We moved the focus from the product to the feeling: freedom, lightness, invisible comfort. The visual research turned towards a fusion of technological innovation and naturalness — human elements (a person looking upward, breath) and natural ones, with echoes of Toshiba Red placed in organic contexts, moving past a stock-image approach in favor of a more immersive narrative.
The positioning, defined with method: we used Kapferer’s prism to map the brand’s culture, values and reflection, before drawing a single visual.
ADAM phase: Analyze + Design
Positioning (Kapferer)
The “Be More Air” claim
Visual system
THE FUNNEL AND THE EDITORIAL PLAN
A two-lane landing page, not generic traffic.
On the funnel side, we replaced “horizontal” traffic with a two-lane landing page (B2C / B2B), with profiled forms that filter the enquiries: technical information, quotes, joining the partner network. So the digital channels stop being shop windows and become tools for acquiring profiled leads — geolocated and split by segment.
And on the editorial side we made a counterintuitive choice, which we talk about frankly: reducing publishing frequency in favor of content quality, using the flagship product (Haori) to pull the whole range along. Because a brand’s recognizability does not come from the quantity of content, but from the precision with which it is built and distributed.
ADAM phase: Design + Amplify
Dual-target landing page
Profiled forms
An editorial plan per audience
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BUILT
WHAT WE BUILT
Five levers, one strategy of precision.
01
Visual System 2026
Graphic concepts consistent with “Be More Air”, adapted into photographic, abstract and institutional formats.
02
Digital hub
Hybrid mobile-first landing pages for lead qualification.
03
Cross-channel assets
Static ads and reels for the product campaigns (Haori, Curve, Daiseikai), with optimized copy and CTAs (“Request information”).
04
An editorial plan per audience
Distinct narrative threads for B2B and B2C and for the product lines.
05
Data-driven tracking
Pixels and advanced tracking on every touchpoint, to measure real effectiveness in conversion.
→ THE PRINCIPLE
From mass to precision
From “mass” communication to a strategy of precision: less noise, more value.
THE HEART OF THE PROJECT
Actually measuring, not merely counting.
The point of the project is all here: moving from communication built on vanity metrics — reach, impressions — to a system oriented to measurable value: leads, sales, installers acquired. We implemented advanced tracking (Pixel) to monitor every touchpoint and understand what genuinely works, so the budget could be optimized by concentrating investment on the actions with high conversion intent.
It is the part of the method that belongs to us most: a marketing decision is worth as much as its measurement. When you stop celebrating impressions and start looking at profiled leads, everything changes — including where the budget goes next month.
ADAM phase: Measure
Pixel tracking
Budget optimization
Conversion monitoring
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THE RESULTS
VALUE, NOT VANITY METRICS
Channels from shop window to lead engine.
Leads
From window to engine
profiled contacts, geolocated and split by segment (B2C / installers).
Identity
Consistency everywhere
from search to showroom walls, one visual language, scalable to every format.
Budget
More efficient
investment concentrated on the actions with high conversion intent.
Brand
Premium established
Haori as a piece of design, pulling the whole range along.