Mitsubishi Europe Campaign
Mitsubishi Europe is to launch a pan European campaign later this week to support its Pajero 4x4, known in the UK as the Mitsubishi Shogun.
The campaign, to run over 36 European markets, is the first work for Mitsubishi Europe by its UK agency Golley Slater, which won the European Pajero campaign late last year.
“The Mitsubishi Pajero is the flagship SUV in the Mitsubishi range”, says Chris Lovell, CEO of Golley Slater. “Key to the new cars launch is to raise the perception of quality whilst keeping true to the vehicles 4x4 heritage”.
“The challenges for the pan European campaign are to continue to position Pajero as a Mitsubishi brand icon and use the credibility of the Pajero heritage and name and to reinforce the heritage of a capable true 4x4 and at the same time improve on comfort, sophistication and technology”, says Lovell.
“Other objectives of the campaign include revitalizing the Pajero image, with the introduction of this new Pajero, identify Mitsubishi Pajero as a true off-roader vs. the new comers, retain existing customer & attract new customers and act as the anchor of Mitsubishi brand 4x4 DNA and underpin the Mitsubishi Motors reputation”, Lovell says.
“The campaign concept utilises the strong front on visual presence and extended the dual grille lines into the image”, added Lovell.
The campaign was conceived to use CGI photography. Locations 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.
36 European countries will run the campaign, which will be implemented by in each country by that countries local agency using a toolkit provided by Golley Slater.
In the UK, Golley Slater will also implement the campaign on behalf of Mitsubishi Motors UK, a GS national client since 1999. Golley Slater won a 5 way European pitch late last year to expand its remit for European campaigns. The agency is working to Mitsubishi Motors Europe’s General Manager, Marketing, Willem Verschuur and Mitsubishi Motors UK General Manager, Marketing, Haydn Davies.
UK Media is being bought through Manning Gottlieb OMD. Exposure for the campaign covers press, print, direct marketing throughout 36 European markets and online worldwide.
The campaign, to run over 36 European markets, is the first work for Mitsubishi Europe by its UK agency Golley Slater, which won the European Pajero campaign late last year.
“The Mitsubishi Pajero is the flagship SUV in the Mitsubishi range”, says Chris Lovell, CEO of Golley Slater. “Key to the new cars launch is to raise the perception of quality whilst keeping true to the vehicles 4x4 heritage”.
“The challenges for the pan European campaign are to continue to position Pajero as a Mitsubishi brand icon and use the credibility of the Pajero heritage and name and to reinforce the heritage of a capable true 4x4 and at the same time improve on comfort, sophistication and technology”, says Lovell.
“Other objectives of the campaign include revitalizing the Pajero image, with the introduction of this new Pajero, identify Mitsubishi Pajero as a true off-roader vs. the new comers, retain existing customer & attract new customers and act as the anchor of Mitsubishi brand 4x4 DNA and underpin the Mitsubishi Motors reputation”, Lovell says.
“The campaign concept utilises the strong front on visual presence and extended the dual grille lines into the image”, added Lovell.
The campaign was conceived to use CGI photography. Locations 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.
36 European countries will run the campaign, which will be implemented by in each country by that countries local agency using a toolkit provided by Golley Slater.
In the UK, Golley Slater will also implement the campaign on behalf of Mitsubishi Motors UK, a GS national client since 1999. Golley Slater won a 5 way European pitch late last year to expand its remit for European campaigns. The agency is working to Mitsubishi Motors Europe’s General Manager, Marketing, Willem Verschuur and Mitsubishi Motors UK General Manager, Marketing, Haydn Davies.
UK Media is being bought through Manning Gottlieb OMD. Exposure for the campaign covers press, print, direct marketing throughout 36 European markets and online worldwide.