Efidondenadietelleva Jd Ppt

www.dondenadietelleva.co

m


m

Case Scenario

• Mitsubishi had this problem:

– The launching of the all new Mitsubishi Lancer, due on November 2007 has

been postponed until May of 2008.

– Dealers are not happy with this, since it´s a volume model.

– Mitsubishi must do something to compensate their dealers and boost end of

the years sales for the rest of the range.

The quest


m

The quest

• Marketing Goals:

– Stimulate sales in all the rest of the range, specially 4x4.

– Motivate the official dealerships and compensate them for the Lancer units

lost.

– Increment Mitsubishi´s brand awareness among the target.


m

The quest

• Comunication Goals:

– Increment Mitsubishi´s brand notoriety and position it on top of mind for short

term buyers.

– Generate traffic to microsite Generate traffic to dealership Generate

Test Drives

– Generate qualified leads.

The work


m

The work

– The first consideration we made was if it was relevant enough for the target

audience to communicate another test drive promotion for Mitsubishi.

The answer was NO.

– The Agency worked on a much more relevant stimulus for the target audience.

We found a benefit that was relevant to their core target and very prone to be

found online:

The world of online vacational trips.


m

The Job

• Our strategy.

– After analyzing the online travel world we found a niche that could be

developed: Impossible vacation destinations.

– Instead of promoting a Car Brand we promoted an Impossible Travel Agency,

which was much more relevant for our target under the URL

www.wherenobodyleadsyou.com.

• Watch the Aurora Borealis in Iceland.

• Watch a solar eclipse in Greeland.

• The full moon weekend party in the island of Phi Phi (Thailand)

• A trip in the cloud train in Tibet

• Excursion through Irian Jaya in Papúa, New Guinee

• Experiment the defrosting of the Perito Moreno glacier (Argentina).


m

The Job.

– The campaign claim was: “Nobody Leads you where a Mitsubishi does”. We

made a 360º campaign(TV*, Magazines*, Internet, E-Mailing ,PLV) that

converged in www.wherenobodyleadsyou.com.

* En TV y Revistas solo se hacia alusión a la campaña con un pequeño logotipo

Creative Strategy

logo

logoMicrosite

www.dondenadietelleva.com


m


m


m

OnLine Format


m

Formato online

e-mail mk


m

site Mitsubishi


m

PLV


m


m

• Results

– 139.430 Total Investment

– 6.754 qualified leads generated

– 1.411 test drives.

– 225 sales

– 5.500.000 Euros total revenue for Mitsubishi

Automotive

Efidondenadietelleva Jd Ppt