2010 Mitsubishi Outlander’s newly redesigned features Stand Out in new campaign
“The way we decided to launch the 2010 Outlander is a natural fit. Mitsubishi owners are incredibly passionate and opinionated about what they drive,” said Peter Renz, Director, National Marketing for MMSCAN, “Knowing this, we wanted to encourage them to engage with our brand by sharing their thoughts and opinions while building word of mouth and a community around it.”
Mitsubishi Motors has been using Facebook Fan Pages to connect with their advocates for some time. Currently, Mitsubishi’s Lancer Evolution Facebook page www.facebook.com/mitsubishimotors has over 71,000 fans and continues to grow. The newly redesigned 2010 Outlander launched directly in the Mitsubishi Motors Fan Page with highly evolved social media tools combined with a compelling flash experience. Fans have an immediate forum to voice and share their opinion of the updated features of the 2010 Outlander.
On the small screen, the 30-second television spot entitled “Invisible” airs in English and French in major markets across Canada and in English in select US markets. The ad begins by showing a variety of invisible people going about their daily lives partaking in an variety of activities such as skateboarding; sitting in a coffee shop and walking along the street with a stroller. Only their clothing and shoes are visible while the rest of their bodies are invisible. Colour treatment is primarily a sepia hue until the camera pans to reveal the 2010 Outlander, in glorious colour, parked by the curb. A young couple enters the vehicle and their bodies instantly become apparent. The rest of the spot shows the Outlander driving through city streets, clearly differentiated from the sepia surroundings, and constantly admired by passers-by. Supers reference the three key new features of the vehicle: Super All‑Wheel Control; Hill Start Assist; Available HDD Navigation. The spot ends with the Mitsubishi Drive@earth signature pointing viewers to the Facebook URL.
“The North American SUV market is highly competitive” comments Ian MacKellar, Executive Vice-President, Executive Creative Director, BBDO Toronto. “The 2010 Outlander styling’s are different which led to our creative idea: a world where people and cars are almost invisible because there’s nothing interesting enough worth seeing. The 2010 Mitsubishi Outlander, in contrast, is striking on the road with its newly redesigned features. It and anyone who drives it stands out among the rest.”
This is the second consecutive year a Canadian produced Mitsubishi Outlander TV commercial commissioned by Mitsubishi Motor Sales of Canada Inc. (MMSCAN) has been picked up by the US division, Mitsubishi Motors North America, Inc., for use in American television markets. The spot is also being used in other markets around the globe.
Last year, two spots created for the 2009 Outlander (“Traction” and “Suspension”) which used computed generated robots to interact with the product, were also picked up for use in U.S. markets. The TV spots were produced by BBDO Toronto in conjunction with The Mill, a world renowned special effect house out of New York City.
Online, banner ads, print and direct mail are also being used to support the campaign, driving consumers to visit the Facebook URL.
About Mitsubishi Motor Sales of Canada Inc.
Mitsubishi Motor Sales of Canada, Inc. (MMSCAN) www.mitsubishi-motors.ca is the exclusive Canadian sales, marketing and distribution subsidiary of Mitsubishi Motors Corporation based in Tokyo, Japan. MMSCAN markets a full line of Mitsubishi Motors' brand passenger cars and sport utility vehicles consisting of eight distinctive models covering a broad market range. Mitsubishi Motors entered the Canadian market in 2002 establishing its head office in Mississauga, Ontario and is one of the fastest growing Japanese automakers in North America.
About BBDO/Proximity Canada
BBDO Toronto (www.bbdo.ca) manages the communication needs of some of Canada's largest and best-known brands. BBDO Canada is a subsidiary of BBDO Worldwide, which is part of Omnicom Group Inc. (NYSE:OMC) (www.omnicomgroup.com), a leading global advertising, marketing and corporate communications company. Proximity Canada (www.proximity.ca) is a leading digital, CRM and promotional marketing agency and is a wholly-owned division of BBDO Canada.
– 30 –
For further information:
Shari Balga
BBDO Toronto/Proximity Canada
Manager, Agency Media Relations
Phone: 416-972-5306
Cell: 416-727-4101
shari.balga@bbdo.ca
