Mitsubishi Motors - Dominate It

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INTEGRATED MARKETING CAMPAIGN : MITSUBISHI MOTORS

(GROUP PROJECT)

Background

Mitsubishi is a popular and reputable Japan-made car manufacturer that’s been around for a long time. They have reached 90,000 customers in 2015 and aims to be strive better for their customers.

PROBLEM

Doing too well in the market and face tough competition like the Proton Inspira and other Japanese car maker brands.

Realising this, we have to find a new way to reinforce the brand’s status in our audience’s minds.

OBJECTIVE

To come up with a campaign idea that would make Mitsubishi stand out among its competitors.

CONCEPT

We know that our target audience PMEBs (Professionals, Managers, Executives and Businessmen) wants to in control over something. Together with Mitsubishi, we came out with our strategy is control. With this PMEBs are able to have to confidence to take control of their life and the decision they make. Mitsubishi allows you to dominate anything that comes ahead of.

We came out with a campaign to allow our target audience to recognize Mitsubishi with the concept of control. With this concept idea of control, we able our target audience to feel the satisfactory to dominate along side with Mitsubishi on the road.

PRINT ADS

The unstoppable force, which is Mother Nature herself, poses as threat to take control over Mitsubishi cars. The Mitsubishi Lancer, ASX and Triton, takes charge to dominate every obstacle Mother Nature throws at them.

The background of city and the Mother Nature of cloud with thunder that is chasing the car to match Mitsubishi Lancer.

The Mother Nature of sand that is chasing the car to match Mitsubishi ASX, because of Mitsubishi ASX is the car that for holiday example like beach.

Mitsubishi Triton is a 4-wheel car, so the idea came out with the background of jungle with the Mother Nature of water.

Campaign Event

A digital game will be launched during the campaign on various large screen interactive LCD boards around Kuala Lumpur, Malaysia for the public to experience the brand’s message of “taking control”. The objective of the game is to steer the car away from the “hand” that’s trying to grab them, via mobile device that is linked to the big screen. The player that manages to stay in control earning the highest scores will stand a chance to win a Mitsubishi Lancer.

Inside the game, the “mother nature” will not keep appear and chase the car at the back. It will depends on the controller faster or slower and also the environment changing will come out different “mother nature” and come out from different position.

After the game, player can share their high score on social media and stand a chance to win the prize.

TVC

The TVC shows how a man dominates the roads with his Mitsubishi car by fighting with Mother Nature to gain back the control of his life. The unstoppable force starts chasing the man when he gets into the car to get away from it. He kept evading the chaos and eventually outrun all the obstacles he faced.

TVC Storyboard

Billboard

The billboards are separated into two, one with a car and a hand on the other. The hand is made of a giant balloon with white smoke released inside of it to form the shape of a hand, like a cloud. The smoke will be timed to be released into the balloon so that the car isn’t being chased on the time. The billboards will be deployed in highways.