Mitsubishi Thailand gets clever about escalator safety

Following those scary escalator accidents in China last year, Ad Nut likes how Mitsubishi Thailand is creating watchable content for a topic that is potentially boring. While the company may be best known for its automobiles, the brand tends to downplay its other products such as its air conditioners and industrial machinery such as escalators and elevators. 

These days, most brands (including B2B brands) seem to be trying their hand at content marketing. Of course it doesn't always work out.

Ad Nut thinks Mitsubishi has done a decent job with these two short films "Superhero" (above) and "A Second" (below), which ride off viral news videos of escalator accidents in Asia that the brand's Facebook page has also been sharing as part of its content (see below). By being part of this conversation and "news-jacking", the brand has managed to create a memorable CSR initiative by also creating its own relevant videos. Considering that escalator brands would otherwise be pretty obscure to most people, this is a commendable effort. 

At present "Superhero" has over half a million views and "A second" has just over 700,000 views on Facebook.