Category: Best use or integration of experiential events
Advertiser: MITSUBISHI MOTORS
Product/Service: MITSUBISHI I
Agency: 180LA
Executive Creative Director: William Gelner (180LA)
Creative Director: Gavin Milner (180LA)
Creative Director: Grant Holland (180LA)
Copywriter: Michael Burdick (180LA)
Art Director: Michael Bokman (180LA)
Managing Partner/Executive Producer: Peter Cline (180LA)
Producer: David Emery (180LA)
Group Account Director: Amy Call (180LA)
Account Director: Sandy Song (180LA)
Director: Matt Ogens (Tool Of North America)
Director Of Photography: Actonio Calvache (Tool Of North America)
Executive Producer: Oliver Fuselier (Tool Of North America)
Producer: Kely Christensen (Tool Of North America)
Editor: Charlie Lee (Beast Editorial)
Executive Producer: Sybil Mccarthy (Beast Editorial)
Assistant Editor: Chancler Haynes (Beast Editorial)
Media placement: TV - National Cable And Scatter Schedules To Includes Networks Such As A&E, TNT, FX, Discovery, CNBC, CNN - September 13, 2011
Media placement: Online - Online- Brand Site, Facebook, YouTube - September 12, 2011
Campaign Description
We didn't set out to create branded entertainment, we orchestrated an experience that would organically inspire the community to express their opinion of the Mitsubishi i-MiEV, the new all electric vehicle. Our challenges were many, but the primary obstacle was obtaining approval from the mayor of Normal, IL to film and interview the community. We wanted to authentically document the electrification of this small town in the middle of America and show Mitsubishi's commitment of a fleet of vehicles and charging stations, without being too self-serving.
Effectiveness
Our first challenge was developing a strategy to introduce Mitsubishi's electric vehicle without diluting our budget or message by providing an education on electric cars. We decided to design the campaign to attract attention to Mitsubishi's new electric vehicle, the i-MiEV, through the lens of the community of Normal, IL. Mitsubishi has a manufacturing plant in Normal and is in the process of transforming Normal into EVTown, the electric capital of the U.S. We capitalised on this moment in time to inspire conversation about the i-MiEV, the all-new electric vehicle as proof of Mitsubishi's long-standing brand ethos of ‘attainable technology’. We filmed the people of Normal in organic situations, and captured their honest opinions about Mitsubishi. From this creative platform, we developed the TVC, website landing page content, dealership POP, Facebook and a QR Code that was integrated into the communications and linked to the i.mitsubishicars.com.
Implementation
The storytelling was crafted to emanate from the people of Normal, IL and the brand. Segments of the story were shared across many social platforms and attracted viewing and engagement through a combination of narration style, likable cast of characters and the unique styling of the electric vehicle, the i-MiEV.
Outcome
The campaign delivered above the established KPI’s and an unexpected benefit of brand goodwill. Through monitoring the social graph, we saw positive brand sentiment increase through mentions of the Mitsubishi manufacturing plant in Normal, IL. While we sought out to increase awareness, engagement and impact sales, we didn’t plan for the unsolicited, purely earned, positive brand impressions.
However, the cold, hard sales figures during the launch period weren’t too shabby.
- Mitsubishi exceed sales goal during the launch month by 102%
- Increase of 17% sales YOY during launch month
- Highest websites visits than any other month in the year, with lowest month for TV spend