Case Studies

Mitsubishi

Campaign Objective:
Brief:
To develop a pan-European launch campaign to support the launch of the new Mitsubishi Pajero across 36 European markets.
Challenges:
The challenges for the campaign are to:

• Continue to position Pajero as a Mitsubishi brand icon. Use the credibility of the Pajero heritage and name.
• Reinforce the heritage of a capable true 4x4 and at the same time improve on comfort, sophistication and technology.
• Revitalize the Pajero image (due to old models and tactical promotions, it has lost some prestige) with the introduction of this new Pajero.
• Identify ourselves as a true off-roader vs. the new comers. We are different from the newcomers / competitors.
• Retain existing customer & attract new customers.
• Act as the anchor of Mitsubishi brand 4x4 DNA and underpin our reputation
• Deliver a campaign that will work across 36 disparate European markets

Strategy:
The Mitsubishi Pajero is the flagship SUV in the Mitsubishi range. Key to the new cars’ launch was to raise the perception of quality whilst keeping true to the vehicles 4x4 heritage.
The campaign concept utilised the strong front on visual presence and extended the dual grille lines into the image, clearly placing the Pajero as at one, naturally, within the difficult terrain in which it sits.
The campaign was conceived to use CGI photography. Location shots were taken in Chile, Morocco and Wales. The vehicle was scanned and a 3D model created which has then been seamlessly blended into the finished images.
This is the first campaign created for Mitsubishi Motors Europe using this burgeoning new technology, and the first time Golley Slater has used the technique for print work.
Exposure:
Press, Print, Digital, Direct Marketing
Results:
76% increase in sales