| Title | A NEW KIND OF COMPANY CAR |
| Brand | MITSUBISHI MOTORS |
| Product / Service | I-MIEV |
| Category | A05. Best Use of Ambient Media: Large Scale |
| Entrant | MEC Sydney, AUSTRALIA |
| Entrant Company: | MEC Sydney, AUSTRALIA |
| Media Agency: | MEC Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Guillaume Goudal | MEC | Digital Strategy Director |
Breaking category conventions, we moved from a tactical PR event to a long-term ambassador programme that is continuing to build Mitsubishi’s profile with innovative corporates and government. Initial objective was to gain $125,000 AUD in PR Value We actually managed to achieve over $330,000 in out of home media value[and as the programme continues this total grows] And $450,000 in endorsement value from the company ambassadors Representing more than 600% over achievement on target All on a budget of $0! Furthermore all of the ambassadors that were engaged for this activity either leased or purchased the vehicles. Every vehicle sold.
• Our idea : “A New Kind Of Company Car” • We would only sell the cars to innovative companies that could push the cars positioning. • We approached one of the world’s most innovative companies, Google, to become our first ambassador by using the cars as their company fleet. • Using the power of companies, to power our idea – companies…the new celebrity. • Media Strategy: The car had to become the channel, moving from WORDS [publicity impressions] TO ACTIONS [on the road]. • Google staff used the car instead of taxis & as a cornerstone of their green initiative. • This media strategy made the car both real & Google’s involvement made it credible. • With Google on board [great sales tool], we widened the placement to other leading Australian businesses committed to innovation including GE, Origin Energy, Sydney City Council… & even the Minister for Environment!
Every car manufacturer has their electric vehicle. With environmental & sustainability concerns, car manufacturers need a credible product offering. Mitsubishi have done that with the introduction of the highly innovative iMiev electric car into Australia. So how do you make yours stand out? Challenge: We needed to announce the arrival of the car to those who could influence mindsets, opinions & viewpoints-setting the groundwork for the later consumer launch. Mitsubishi had a limited number of iMiEV’s[<100]. A budget of $0. And a consumer who still preferred bigger, faster and thirstier cars. We felt that running a regular PR launch would only re-enforce the idea that the iMiEV is just a car-show prototype. Our insight: it’s only real when it’s on the road. We now needed to find ambassadors that could take this car on the road and match its innovative positioning. So, we had to make it real and credible.