Category: Cars & Automotive Services
Advertiser: VEINSA MITSUBISHI COSTA RICA
Product/Service: MITSUBISHI VERYCA
Agency: JWT COSTA RICA
Chief Creative Officer: Christian Caldwell (JWT)
Creative: Pablo Castillo (JWT)
Creative: Jorge Carrera (JWT)
Art Director: Federico Rodriguez (JWT)
Art Director: Ricardo Villalobos (JWT)
Account Manager: Jessica Ureña (JWT)
Designer: Andrés Pulido (JWT)
Designer: Esteban Tijerino (JWT)
Media placement: Press ads - La Republica - 25 Janaury 2012
Describe the brief/objective of the direct campaign.
The Mitsubishi Veryca is a light commercial van that boasts the lowest payments currently available on the market, making it ideal for small- and medium-sized businesses.
So our challenge was to find a way to encourage small-business owner interest in purchasing the Veryca as their company's first vehicle.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We chose 50 companies for which this type of van would be very useful and we carefully placed the companies’ logos and graphics on 50 Veryca. The following days, we delivered the branded vehicles to the chosen businesses just before they opened.
After a few minutes, a Mitsubishi sales representative delivered an information packet about the vehicle and invited each company to take a test drive through the city.
If they chose to purchase the Veryca within the next few weeks, Mitsubishi would submit a press release promoting the buyer's business.
Explain why the creative execution was relevant to the product or service.
With this action Mitsubishi created a whole new sales strategy in the category, something that wasn’t done before by any other car company in the country. Besides that, the action reached the media and became popular between the target, growing even more thanks to word of mouth.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
50 Companies
50 Test Drives
50 Credit Applications
19 Sales
And one new sales strategy for Mitsubishi