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Peter Bucklow
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MEC Adelaide
Level 1, 46 Fullarton Road, Norwood, SA 5067 T. +61 (08) 8366 4744
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"The response from both customers and dealers to the Lancer Supershort Series has been overwhelmingly positive and initial Lancer enquiry and sales have been very strong."
Our work » Case studies » Mitsubishi
Mitsubishi
A demonstration of
- > Active Engagement
- > Digital/Online
- > Earned
- > Entertainment / Content
- > Owned
- > Research / ROI
- > Social media / Mobile / Emerging
- > Content
- > Partnership
Lancer Super Short Series
We changed consumer perceptions of a car by creating an emotional bond with a younger, more creative audience.
The car’s the star
The challenge
With the first body change in seven years, Mitsubishi's new Lancer needed to connect with a new audience. Our challenge was to grow revenues by making the new Lancer emotionally relevant to younger buyers, repositioning perceptions of its status, and increasing sales of the more profitable VR and VRX models
Our insight
Economy and value for money had been the key selling points for the old-style Lancer. But research showed that today's small-car buyers were younger and more concerned that their car should reflect their personal style.
We identified that modern media phenomena such as blogging, instant messaging and social networking have high penetration among young small-car buyers. They enjoy communicating with each other and creating their own content online
Our solution
We created the Lancer Supershort Series, a sequence of short films made by young directors participating in Tropfest, the world's largest short film festival. Each film focused on one of the six marketing themes behind the new Lancer - safer, smoother, greener, stronger, smarter, roomier.
The films were rolled out on TV, PayTV and at the movies, with supporting PR. They were also viewable online at a microsite where visitors could vote for their favorite or share it with friends.
Through the site, we invited consumers to create their own Lancer film, with the chance to win a new Lancer and have their film screened at next year's Tropfest festival
The results
- 37% sales increase
- 59,909 unique visitors viewed the films on the interactive website
- 40,741 votes cast by consumers for their favourite film
- Over 50% increase in traffic to Mitsubishi's Lancer web page
- Market share increased by 2.4% to 11.1%
- Out of 26 competitors, Lancer shot to 3rd place within 6 weeks
- Lancer became one of the three best-selling small cars
- VR and VRX models now account for 50% of Lancer sales
